Expected Results for a Referral, Contest, or Pre-launch Campaign (In Any Industry)

In this comprehensive article, we've curated valuable insights from a diverse range of sectors, including Wellness & Fitness, Financial Services, E-commerce, Technology, and more. Our aim is to demonstrate the remarkable effectiveness of referral campaigns, contests, and pre-launch initiatives across various contexts.

In the first part of this article, we delve into an in-depth analysis of 70 ReferralHero customers who achieved a mean number of ~3,000 referrals in their respective campaigns. By aggregating their results and eliminating outliers, we offer insights into the potential outcomes you can anticipate in your own ReferralHero campaign. This dataset encompasses a wide spectrum of customer conversion objectives, industry sectors, campaign durations, and target markets, providing a meaningful overview of campaign performance.

In the latter section of this article, we present compelling case studies that illustrate what exceptional results truly entail, along with a summary of how these successful companies crafted their campaigns. Whether your goal is to bolster subscriber numbers, increase referrals, or foster overall growth, these real-world examples will equip you with the insights needed to make well-informed decisions and propel your business forward.

From small businesses to large enterprises, this article promises to provide invaluable insights into the potential outcomes and advantages of implementing referral campaigns, contests, and pre-launch strategies tailored to your specific industry and niche.

Referral Campaign: Expected Results

Referral campaigns can be a powerful tool for growing your business. When executed effectively, they can yield impressive results. Let's take a closer look at what you can expect when launching a referral campaign:

Average Number of Subscribers

Based on the data, the average number of subscribers or participants generated through a referral campaign is approximately 12,820.

Average Number of Referrals

On average, a referral campaign will generate approximately 849 referrals.  This demonstrates the power of referral campaigns in mobilizing your audience to generate new leads and customers.

Referral Rate

Referral Rate is defined as the percentage of subscribers who have referred at least 1 person. The average referral rate for referral campaigns is 5.13%. This means that, on average, 5.13% of your campaign participants successfully refer at least one person. It's a key metric that measures the effectiveness of your referral campaign.

Referral Growth

Referral growth is an essential metric to measure the success of your campaign. The data shows that, on average, referral campaigns result in a 7.08% growth rate. This means that you will see a 7% increase in new customers for the duration of the campaign. It's a clear indicator that referrals are an effective way to increase your business's reach and customer acquisition.

Contest: Expected Results

Contests are another exciting way to engage your audience and drive growth. Here's what you can expect when running a contest:

Average Number of Subscribers

Contests are highly effective at attracting new subscribers, with an average of 18,254 subscribers gained per contest. This number is significantly higher than what you might achieve with a standard referral campaign.

Average Number of Referrals

Contests truly excel in encouraging referrals, with an average of 5,758 referrals generated per contest. The competitive nature of contests often motivates participants to refer friends and family, expanding your brand's reach rapidly.

Referral Rate

For contests, the average referral rate is 6.4%. This means that, on average, 6.4% of your campaign participants successfully refer at least one person.

Referral Growth

The data shows that contests lead to a remarkable 46.07% growth rate. This means that your business can experience a nearly 50% increase in new leads/customers for the duration of the campaign. Contests are a dynamic way to accelerate your growth.

Pre-launch: Expected Results

Launching a pre-launch campaign can create significant buzz and anticipation for your product or service. Here's what you can expect from a prelaunch campaign:

Average Number of Subscribers

Pre-launch campaigns are incredibly effective at generating interest, with an average of 49,704 subscribers gained per campaign. This is substantially higher than the results from referral and contest campaigns, making it an ideal strategy when building anticipation for a new product or service.

Average Number of Referrals

Pre-launch campaigns also generate a high number of referrals, with an average of 34,153 referrals per campaign. This demonstrates the power of pre-launch campaigns in mobilizing your audience to spread the word about a new product or service.

Referral Rate

In the case of pre-launch campaigns, the average referral rate stands at 5.18%. This means that, on average, 5.18% of your campaign participants successfully refer at least one person, showing their engagement in referring others before the official launch.

Referral Growth

The data showcases an astonishing 219.62% growth rate for prelaunch campaigns. This means that your business can experience 3x the number of new leads/customers for the duration of the campaign. It's clear that prelaunch campaigns are a potent strategy for driving rapid growth and building excitement around your business.

In conclusion, whether you choose to run a referral campaign, a contest, or a prelaunch campaign, each strategy offers its unique set of benefits and expected results. By understanding these outcomes, you can tailor your marketing efforts to achieve the growth and success you desire for your business.

Fintech Successful Examples 

iPaymy's: Referral Program (+30% Growth) 

iPaymy, a fintech company, achieved remarkable success with their referral program, which not only increased new leads but also enhanced user engagement. They set clear success metrics to measure their achievements throughout the campaign. Here's a summary of their insights and success metrics:

Key Insights

1. Referral Program Objectives: iPaymy's primary objective for their referral program was to drive new lead growth through word-of-mouth marketing. This approach leverages the power of customer recommendations to expand their customer base.

2. Incentive Structure: To encourage referrals, iPaymy implemented a double-sided incentive system. Successful business referrals were rewarded with promo codes valued at $200, while personal referrals earned promo codes worth $30. This tiered incentive structure likely motivated users to refer both individuals and businesses to the platform.

3. Seamless Integration: iPaymy's referral program was seamlessly integrated into their web app portal. This integration made it convenient for users to refer others without the need for additional steps or external processes. This ease of use likely contributed to the program's success.

4. Program Launch Strategy: iPaymy launched their referral program in September 2020, utilizing popular social media channels such as Facebook and Instagram. These platforms provided a wide-reaching audience and the potential for viral sharing, aligning with the word-of-mouth marketing strategy.

5. Ongoing Promotion: Beyond the initial launch, iPaymy continued to promote the referral program through various channels. This ongoing promotion included regular social media posts, prominent website call-to-actions (CTAs), and dedicated support pages that explained how the program worked. Consistent and clear communication played a crucial role in sustaining the program's success over time.

These key insights showcase iPaymy's strategic approach to their referral program, emphasizing user convenience, appealing incentives, and sustained promotion to drive new lead growth effectively.

Campaign Results:

• Number of Subscribers and Referrals: iPaymy's referral program showcased impressive growth over time. Starting with 91 subscribers and 21 referrals on day one, they steadily increased to 2,202 subscribers and 1,172 referrals by January 3, 2023, illustrating the program's effectiveness in generating both subscribers and referrals.
• Referral Rate: The referral rate ranged from 21.5% to 28.2% at various points in the campaign.
• Referral Growth Rate: iPaymy experienced steady referral growth, starting from an initial 37% and reaching 114% over time through constant optimizations.
• Increased Sales and Leads: The program contributed to a 30% growth in total new leads for the company.

iPaymy's Referral Program not only achieved significant growth in terms of leads and referrals but also demonstrated the effectiveness of a well-executed referral program in the fintech industry. Their clear success metrics and commitment to ongoing promotion played a crucial role in their achievements.

Robinhood: Pre-launch Campaign (+1m Users)

Robinhood, the fintech startup, achieved remarkable success in building anticipation for its commission-free stock trading platform before even launching. Their innovative approach can be organized into several key insights:

Key Insights:

1. Simple and Direct Messaging: Robinhood used a simple and direct message to convey its unique selling proposition (USP) and call to action (CTA). Their tagline, "Stop paying up to $10 for every trade," succinctly communicated their USP of commission-free stock trading. This simplicity in messaging helped capture users' attention effectively.

2. Leveraging FOMO (Fear of Missing Out): Robinhood tapped into the power of FOMO by creating a sense of urgency and exclusivity around their pre-launch campaign. By generating interest and excitement, they attracted 10,000 users in the first week, as people didn't want to miss out on the opportunity.

3. Gamification: The fintech startup gamified its pre-launch program, encouraging users to refer the platform to friends and family. Users could see their designated position on the waiting list, and by referring others, they could move up the queue. This gamification strategy incentivized users to actively participate in the program.

4. Transparency and Trust: Transparency was a crucial element of Robinhood's success. They displayed users' positions on the waiting list and outlined the steps needed to gain early access. This transparency built trust and credibility with potential users, assuring them they weren't being misled.

5. Anticipation Building: Robinhood created an anticipation effect by keeping users informed about the platform's upcoming developments from the start of the pre-launch program. The "Sign Up Now" formula built anticipation and excitement, compelling users to take action and stay engaged.

6. Minimal Marketing Budget: One of the most remarkable aspects of Robinhood's success was its ability to achieve all of this without spending a dime on paid marketing before the official launch. They leveraged referral marketing and user anticipation to maximize user acquisition organically.

7. Pre-launch Market Validation: By attracting a significant number of users to their waiting list, Robinhood effectively validated the market demand for their commission-free stock trading platform. This approach allowed them to ensure product-market fit before investing in development.

In terms of success metrics, Robinhood focused on user signups, with the goal of reaching 1 million users on their waiting list. Their strategy revolved around building brand trust, anticipation, and user engagement rather than traditional marketing metrics. 

Campaign Results:

• Initial Signups: Robinhood acquired 10,000 customer signups on the first day of their prelaunch campaign.
• First Week Impact: Within just one week of the campaign, their signup numbers soared to 50,000 users.
• One-Year Milestone: At the end of a year-long campaign, Robinhood had successfully attracted a staggering 1 million users to their waiting list.
• Gamified Referral Success: Robinhood's referral prelaunch strategy, which encouraged users to refer friends and family, played a pivotal role. Users were incentivized to share the platform, resulting in significant user growth.
• Zero Marketing Budget: Remarkably, Robinhood achieved this impressive user acquisition without spending any budget on paid marketing before their official launch.

These statistics illustrate the remarkable impact of Robinhood's referral pre-launch marketing strategy. They not only generated immense anticipation within their target audience but also effectively validated the market demand for their commission-free stock trading platform. This demonstrates the power of a well-executed prelaunch program and innovative marketing in the fintech industry, even with minimal budgetary resources.

SAAS Successful Examples 

Outlier: Referral Program (8% Referral Rate)

Outlier, a sports betting platform, successfully implemented a referral program to boost customer acquisition and retention. They recognized the cost-effective nature of referrals and how they enhance customer loyalty.

Key Insights

1. Referral Program Objective: Outlier's referral program is designed to achieve two primary goals in the competitive sports betting market: boosting customer acquisition and improving customer retention. By harnessing the power of satisfied customers to refer friends and family, the program aims to create a unique and personalized experience, fostering increased customer loyalty and raising brand awareness.

2. Diverse Incentive Structure: Outlier offers a wide array of enticing rewards to motivate referrers, including bonus codes for additional betting credits, free access to premium platform features, cash for betting, exclusive merchandise, and even the chance to win free trips to major sporting events. This comprehensive incentive package appeals to a broad range of customers and encourages active participation in the referral program.

3. Seamless Participant Flow: Outlier's referral program ensures a seamless and rewarding experience for users. Starting from the Outlier.bet website and app subscription, participants can easily access the referral program within the app dashboard. A dedicated landing page facilitates the collection of necessary information, and participants receive unique referral links. The process for referred users is straightforward, and a referral dashboard allows participants to track their referral status and rewards, creating a viral referral loop for exponential growth.

4. Program Launch Strategy: Outlier successfully launched its referral program in November 2022, leveraging its existing customer base and using Intercom for direct communication. The implementation of ReferralHero's one-click signup feature simplified enrollment, contributing to a substantial 20% conversion rate among subscribers.

5. Ongoing Promotion and Automation: Outlier's ongoing promotion strategy includes a robust email automation system through ReferralHero. This system not only congratulates referrers but also actively motivates them to continue referring others. The personalized approach, combined with enticing incentives and a user-friendly referral process, effectively engages participants and drives referrals. The integration of ReferralHero with Intercom enables precise targeting based on referral activity, streamlining efforts and enhancing referral rates.

These key insights highlight Outlier's strategic approach to its referral program, emphasizing the importance of diverse incentives, a seamless participant experience, and effective ongoing promotion and automation to drive customer acquisition and retention in the competitive sports betting market.

Campaign Results:

• Number of Subscribers and Referrals: Since its launch in November 2022, the program has garnered significant participation, with 1,540 subscribers and 254 referrals as of September 2023.
• Referral Rate: The referral rate reached 8.3%, indicating a substantial portion of subscribers actively engaging in the program and referring others.
• Referral Growth Rate: Outlier experienced steady referral growth, starting from an initial 25% and reaching 35.5% over time.
• Audience Engagement: Outlier's referral links were shared more than 1450 times, contributing significantly to brand exposure and engaging the audience in discussions and interactions related to their platform. 

These metrics collectively demonstrate the program's effectiveness in driving business growth, expanding the customer base, and fostering audience engagement in the SaaS industry.

Canva: Referral Program (+11,000 Active Participants)

In the realm of SaaS, referral programs hold immense potential for success. Canva's Partnership (Referral) Program is a prime example of this potential realized. Shifting from informality to formality, Canva's program offers valuable insights and success metrics. Let's delve into these insights and metrics driving Canva's referral program success in the SaaS landscape.

Key Insights:

1. Transformation from Informal to Formal: In 2019, Canva recognized the need to transition from an informal approach to referral partnerships to a more formal and scalable program. This shift was crucial for maximizing their growth potential.

2. Diverse Partner Network: Canva's ability to onboard a remarkably diverse array of partners played a pivotal role in their success. This diversity extended to customized contract arrangements tailored to meet specific partner requirements.

3. Adaptability to Global Markets: Canva's partnership program demonstrated flexibility by adapting its strategies to different global markets. Recognizing that each region had distinct preferences and communication channels, the program successfully adjusted its approach accordingly.

Campaign Results:

• Within the first six months post-launch, Canva's partnership program consistently doubled in size and partnership revenue month-over-month.
• The program expanded to encompass approximately 9,000 partnerships across diverse sectors, including YouTubers, bloggers, media publishers, podcasters, and B2B partners.
• Unique integration partnerships were established with companies like Hubspot and Wattpad, allowing Canva templates to be shared within these platforms for marketing and design purposes.
• The partnership infrastructure enabled Canva to effectively reward and incentivize members of the Canva Certified Creative network, a group of Canva super-users who educate others on using the platform.

Since its launch in September 2019, Canva's partnership program has continued to thrive, with more than 11,000 partners actively participating across various networks. This impressive growth reflects the enduring success of the program and its significant impact on Canva's brand awareness and customer acquisition in the SaaS industry. 

Web3: Successful Examples 

Parcl: Pre-launch Campaign (+30k Referrals)

Parcl's prelaunch campaign for their web3 platform has been highly successful, and there are several key insights that can be derived from their approach.

Key Insights

1. Pre-launch Campaign Objective: Parcl's primary goal for their prelaunch campaign was to build a waitlist of high-intent users for their Parcl v2 protocol. This objective aimed at creating anticipation and a sense of exclusivity among potential users, driving interest in the upcoming product.

2. Unique Incentive Strategy: Parcl recognized the importance of offering incentives that align with their users' interests. They provided a compelling incentive by awarding the top 50 contest winners early access to Parcl v2 and a Homeowners Association NFT. This combination of exclusivity and a high-perceived-value prize likely motivated users to participate actively.

3. Clear Participant Flow: Parcl's web3 prelaunch campaign executed a well-structured participant flow. Starting with a prominent 'Get Early Access' CTA on their homepage, users were directed to a referral landing page. Upon entering their details and verifying their email, participants were encouraged to refer friends through a unique link. This straightforward process made it easy for users to engage and refer others, contributing to the campaign's success.

4. Strategic Program Launch Date: Parcl strategically unveiled the Parcl v2 waitlist to the public on October 26, 2022. Timing the launch effectively can generate anticipation and excitement among users, maximizing the impact of the prelaunch campaign.

5. Multi-platform Promotion: Parcl's ongoing promotion strategy covered a wide range of social media platforms, including Twitter, Instagram, a dedicated blog post, and informative newsletters. This comprehensive approach ensured extensive outreach to their dedicated audience, reinforcing the message and keeping users engaged even after the initial campaign launch.

These key insights underscore Parcl's strategic approach to their prelaunch campaign, emphasizing the importance of unique incentives, a clear participant flow, strategic timing, and a multi-platform promotion strategy to generate high-intent users for their Parcl v2 protocol.

Campaign Results:

• Number of Subscribers and Referrals: As of September 2023, Parcl had amassed around 41,932 subscribers and 30,956 referrals, indicating strong user engagement and word-of-mouth marketing success.
• Referral Rate: Achieving a referral rate of 10.12% demonstrated the program's ability to motivate users to refer friends, contributing to its viral nature.
• Referral Growth Rate: The program experienced a referral growth rate of 282%, highlighting its scalability and the rapid expansion of the waitlist.
• Audience Engagement: With referral links shared over 26,000 times, Parcl not only attracted new users but also significantly enhanced brand exposure and engagement on social media, reinforcing its position in the web3 community.

In summary, Parcl's successful prelaunch campaign for their web3 platform demonstrates the importance of clear communication, unique rewards, leveraging existing communities, and continuous engagement. The defined success metrics indicate the campaign's effectiveness in achieving its objectives and driving user engagement.

Captain Bitcoin: Contest (+15k Users)

Let’s delve into the triumphant journey of Captain Bitcoin's contest referral program and uncover the strategic insights and metrics that propelled them to success:

Key Insights:

1. Simplicity and User Experience: The referral program was designed to be as simple as possible for users. Providing users with a clear referral link immediately upon sign-up made the referral program top of mind and easy to participate in.

2. Strategic Reward Selection: Offering Bitcoin as a reward was a strategic choice that aligned with the cryptocurrency-focused user base.

3. Limited-Time Phases: Creating a sense of urgency by limiting the availability of referral spaces in different phases of the program was effective in encouraging users to refer friends and family. This approach helped close the first three phases quickly.

4. Leveraging Networks: Captain Bitcoin leveraged its network, including individuals with a following, to promote the contest referral program.

Campaign Results:

• Rapid User Growth: Captain Bitcoin experienced significant user growth with a clear trajectory, moving from 0 to 15,000 verified accounts in just two weeks.
• Effective Use of ReferralHero: The referral program was successfully executed using ReferralHero, with features that facilitated user engagement and competition through dynamic leaderboards.
• Cost-Effective User Acquisition: Captain Bitcoin's referral program achieved substantial user acquisition without any additional marketing expenses, aside from the $15,000 giveaway.
• User Engagement: The program generated high user engagement, as evidenced by the warm-up post with nearly 900 engagements and around 100k views, showcasing the effectiveness of their promotional efforts.

In conclusion, Captain Bitcoin harnessed the potential of its contest referral program to achieve not only rapid user growth but also remarkable cost-effectiveness and heightened user engagement. This success story unveils pivotal insights, emphasizing the significance of a streamlined user experience, meticulous reward selection, and adept network leveraging as key factors in their triumph.

Mobile App: Successful Examples 

Fightout: Pre-launch Campaign (+900 Referrals)

FightOut's pre-launch program has demonstrated substantial success in driving engagement, expanding their user base, and enhancing brand awareness within the mobile app industry. Here are the key insights into what has worked for FightOut.

Key Insights

1. Pre-launch Program Objective: FightOut's prelaunch program had a clear primary objective: to build anticipation and expand their user base ahead of the app's launch. This objective was achieved by incentivizing existing users to refer friends, creating a viral referral loop that generated excitement and interest in the app.

2. Enticing Incentive Structure: FightOut structured their prelaunch program with enticing incentives, including early access, free picks, VIP, and VVIP rewards. These rewards were designed to motivate users to actively participate in the program and encourage them to refer friends, thereby amplifying the program's impact.

3. User-Friendly Participant Flow: FightOut's participant flow was thoughtfully designed to ensure user engagement and minimize friction in the referral process. The waitlist landing page made sign-up simple, with minimal information required. Email confirmation was used to validate accounts, and a user-friendly share widget prominently displayed unique referral links, offered social sharing options, and showcased the attractive rewards users could unlock. This step-by-step approach eliminated barriers, making it easy for users to participate actively.

4. Strategic Program Launch Date: FightOut executed a strategic program launch with a targeted Welcome Email to their existing user base on April 20, 2023. This timing was chosen to create excitement and anticipation among their user community, setting the stage for the app's upcoming launch.

5. Multi-faceted Ongoing Promotion: FightOut's ongoing promotion strategy encompassed various tactics to sustain engagement and maximize success. They prominently featured CTAs and reminders on their website, ensuring users were consistently prompted to join the waitlist campaign. Email automations were used to nurture user relationships and deliver targeted messages. Social media platforms like Instagram, Twitter, and Facebook were leveraged to generate excitement, exclusivity, and anticipation. Regular posting, captivating content, and strategic placements on social media helped maintain momentum leading up to the app's release.

These key insights highlight FightOut's strategic approach to their prelaunch program, emphasizing the importance of enticing incentives, a user-friendly participant flow, strategic timing, and a comprehensive multi-faceted promotion strategy to build anticipation and expand their user base successfully before the app's launch.

Campaign Results:

• Number of Subscribers and Referrals: FightOut acquired a total of 8,909 subscribers, of which 965 were referrals. This demonstrates a strong interest in their offering and the program's ability to generate referrals.
• Referral Rate: The referral rate reached 2.4%, indicating that 124 subscribers referred more than one person, highlighting the program's success in encouraging multiple referrals. 
• Referral Growth Rate: Fightout experienced steady referral growth, starting from an initial 1.3% and reaching 12.1% over time.
• Audience Engagement: FightOut's referral links were shared more than 3200 times, resulting in increased brand awareness about FightOut and its valuable services. This engagement is a testament to the program's ability to foster a vibrant and passionate community of fight enthusiasts.

In summary, FightOut's prelaunch program achieved remarkable success by effectively leveraging a referral program with clear objectives, enticing incentives, and a user-friendly participant flow. The program's launch strategy, ongoing promotion efforts, and key success metrics, including referral growth, subscriber numbers, referral rate, and audience engagement, collectively contributed to its effectiveness in building anticipation, expanding the user base, and enhancing brand awareness in the mobile app industry.

Paypal: Referral Program (1,500% Growth Rate)

The PayPal referral program is a classic example of how referral marketing can drive significant growth for a company.

Key Insights:

1. Targeted Niche Marketing: PayPal focused its efforts on eBay sellers, a strategic market segment that greatly benefited from the service. This targeted approach led to rapid growth and increased credibility.

2. Double-Sided Reward structure: PayPal initially offered $20 to anyone opening a PayPal account and another $20 for referring another user. They later reduced the reward to $10 and eventually $5 per signup or referral. By offering rewards to both the referring user and the new user, PayPal generated more referrals and improved brand loyalty. This approach helped fuel PayPal's growth and profit from transaction fees.

3. Alignment with Value Proposition: PayPal's financial rewards reinforced its core service of easy money transfers. The rewards made consumers happy and demonstrated the convenience of using PayPal.

4. Network Effect: As the user base grew, the value of the PayPal platform increased, creating a network effect that contributed significantly to the company's success.

5. Legacy and Entrepreneurship: The referral program's long-term impact can be seen in the success of the PayPal Mafia, which went on to create influential companies like Tesla, SpaceX, YouTube, Reddit, LinkedIn, and Yelp.

6. Risk Management: Despite the considerable financial risk involved in offering monetary incentives, PayPal managed to handle it effectively, which played a crucial role in the program's success.

Campaign Results:

• User Acquisition: The referral program's primary goal was to acquire more users. It was instrumental in helping PayPal reach 100 million users.
• Viral Growth: PayPal achieved an average annual growth rate of 1,650 percent or a remarkable 7% to 10% daily growth rate through its referral program, demonstrating its effectiveness in acquiring new users.
• Funding and Valuation: PayPal's ability to secure funding and achieve a valuation of $500 million after viral growth showcases the program's impact on the company's value.
• Acquisition by eBay: The ultimate success metric for the referral program was PayPal's acquisition by eBay for $1.5 billion, highlighting its pivotal role in the company's growth.

PayPal's decision to forego traditional advertising and big bank partnerships in favor of a referral program was unconventional but ultimately successful. This willingness to innovate set them apart and contributed to their long-term success.

Congratulations! You're now one step closer to 10xing your business. Continue reading our next article, as we help you build the same waitlist, contest, or referral program used to launch and scale Airbnb, Uber, PayPal, and 1000s of other businesses.