Costa Coffee
Refer a Charles

We turned Costa’s most underutilised core loyalty benefit – Refer a friend – into a national Charles hunt, asking our whole loyalty base to refer Charleses (and those with Charles-based names like Charlotte, Carol and Carlos) to our loyalty scheme. Within hours of the email landing, it had driven so much traffic to the app that it crashed. The Refer a friend app page itself saw a 1,233% uplift in visits in 24 hours. There was a 593% uplift in Refer a friend member acquisitions, trebling the total number of new members who joined the loyalty scheme. There was also a 5.6% redemption rate for the free Cake offer, exceeding the target of 5%.

Role: Creative/Art Director