Binge

01 — The Challenge

Binge needed to drive both first-time app installs and repeat ordering behavior in a category where customer habits are hard to shift from established competitors.

02 — Strategy

1. 01

   Split campaigns into acquisition (install + first order) and retention (repeat order) funnels with separate creative.

2. 02

   Used TikTok to build category awareness around 'healthy fast food' as a distinct positioning.

3. 03

   Introduced first-order discount offers optimized for break-even CPA, recouping value through retention.

03 — Execution

1. 01

   Launched city-by-city rollout campaigns, validating creative and offers in one market before expanding.

2. 02

   Built a retention campaign triggered by first-order completion, nudging a second order within 7 days.

3. 03

   Ran Meta Advantage+ App campaigns optimized toward purchase value once volume supported it.

05 — Lessons & Future Scaling

Separating acquisition and retention funnels made the economics work — first orders could run near break-even because repeat orders carried the margin.