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Objective

Gather guest b-day date and then create a journey to participate into the guest special day, before during and after. The guest will receive an offer on his b-day date

Events:

  • Birthday Attribute

  • In-Store or Online Loyalty Transaction Claimed

    • if loyalty is not available, use E-commerce Purchase

  • Webhook to attribute Points

POST https://prod-bk-loyalty-middleware.rbictg.com/bulk-action/hot/assign-points
x-region: gb
x-api-key: d8p8sviv9080JZejsnYRc6FsqfUKXkkY4U4gFbfE
content-type: application/json
{
"pointsEarned": 50,
"source": "Anti_Churn_50Crowns_Webhook",
"email": "{{${email_adress}}}"
}

 

  • Webhook to attribute Offer (with expiry 7 days after attribution):

POST https://euc1-prod-bk-loyalty-middleware.rbictg.com/bulk-action/hot/create-offer
x-api-key: DVHB7MrEOB1tt7M7JZOwp2dg1VMOzkvQ6ukbKF8b
x-region: ch
Content-Type: application/json
{
  "email": "{{${email_address}}}",
  "source": "braze-test",
  "configId": "7ef0ac58-d09f-42fe-9cdb-4721331523f7",
  "ruleParams": {
    "startDate": "{{ "now" | date:"%F" }}",
    "endDate": "{{ "now" | date:'%s' | plus:604800| date:"%F" }}"
  }
}

The offer duration period should be confirmed with the market. To receive the x-api-key, that is market dependent, please reach out to RBI. Please note that the full documentation on offer assignment is available here: Offer & Loyalty Points Assignment - Braze Campaign Configuration

Deliverables

4 unique mails, 4 unique push notification + IAM

image-20240205-111121.png

Birthday Flow - Data Gathering

Send an one-off email/push to the whole database if they b-day date is not filled in

Entry criteria:

Note: other entry criteria could be based on users that have b-day attribute = blank directly in Braze, without creating an Amplitude cohort

Reference: https://dashboard-01.braze.eu/engagement/canvas/641886b1311035695a1557d8/5eabfb0a3f0da201a5bb1b72?isEditing=false

Content: the message is deep-linked to the account page

Email:

SL: Happy Birthday!

PH:

Copy:

Happy birthday {first name}

Hey Anna,

We had a 1/365 chance of getting it right. Are we bang on? Close? Nowhere near?

Help us out by telling us your actual birthday and we'll surprise you with a FREE gift on your big day.

What is the gift, you might ask? Well, you'll just have to wait and find out*!

CTA: Tell us your birthday

*Okay fine, it's a free Whopper® or Plant-based Whopper®. But don't tell anyone!

Push Notifications

Happy birthday {first name}

We had 1/365 chance of getting it tight! Are we miles off? Help us out and tell us your actual birthday and we’ll surprise you with a FREE gift on your big day

Birthday Flow

This is an automated, always on journey

Reference: https://dashboard-01.braze.eu/engagement/canvas/63eb923d1d27bd2b88e34fce/5eabfb0a3f0da201a5bb1b72?isEditing=false&locale=en

Step 1: 7 Days Before the BDAY date

Guest receives email and/or push (according to opt-in setting) with an alert to take a look at the inbox for upcoming b-day offer

Important: the b-day date should be non editable to prevent fraud

SL: Happy birthday 🎉 Or yes, almost! 🍾

PH: -7 we do the countdown!

Copy:

Let the countdown begin!

Hey <name>, a little birdie told us that your birthday is coming up!
Keep an eye on your inbox over the next week for a special gift from us to you 🧡

Who needs cake when you have Whoppers?®
Treat yourself this birthday month with the great taste of flame-grilled deliciousness

Get the party started

Step 2: 7 The BDAY date

On the date of the b-day, activate a web-hook to provide the guest with the b-day offer.

The current offer is a free Whopper (meat or plant based). The offer is valid from 14 days from the b-day of the guest

image-20240205-105521.png

SL: {first name}, birthdays are for (free) burgers

PH: Flipping brilliant gift for your special day

Copy:

Happy you day, {name}!

Forget the socks, candles and mugs. This is what you really want.
CTA: yes please

The offer needs to be provided by the franchisee (along with the offer duration)

Step 3: 1 Day post BDAY date

If the guest did not redeem the b-day offer, they will receive a reminder to use the offer in the next 13 days

PH: Don’t forget to grab your gift!

SL: We are still celebrating and you should be too!

Copy:

Who said your birthday was over?

We're still celebrating, you should be too.
Don't forget to grab your FREE Whopper® or Plant-based Whopper® on us!

CTA: Claim your gift here

Step 4: 8 Day post BDAY date

If the guest did not use the offer, they will receive a reminder to use it in the next 7 days

PH: Don’t lose your gift!
SL: Only 7 days left to enjoy [product name]

Copy:

All good things must come to an end

You must have been so busy celebrating your bday
ately that you've forgotten about your
FREE Whopper® or Plant-based Whopper® on us!

Don't dilly-dally <name>, there's just 7 days left to redeem it.

CTA: Order Now

Learnings:

🇭🇺 Hungary:

🇧🇪 Belgium

 

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