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Case study - Health, wellness and fitness retail
How Vooray turned word of mouth into a 31x return
Vooray had tried platform after platform and could never measure the thing that was actually driving sales. Three community programs on Roster produced $325,000 in additional revenue and a 3,100% return on investment.
Program results
Background
A brand that listens, on platforms that could not measure
Customers are Vooray's top priority. The company goes to great lengths to understand brand perceptions and the organic conversations customers have with their own social networks.
Vooray had used many different influencer platforms and was underwhelmed every time. Some specialized in discovering influencers. Others focused on monitoring social chatter and social listening. None of them measured the genuine product conversations that were actually driving purchases.
The solution
Three communities, three sets of objectives
Vooray built distinct communities to produce user-generated content at volume, on the theory that involvement with the brand would drive both loyalty and sales. Each advocacy program had its own objectives and KPIs.
Trainers were promoted and invited to join through the website, social media, and post-purchase emails. VooCrew brought in customers. Influencers covered creators with larger social reach. Running all three separately is what let Vooray see which relationships actually moved revenue.
We surveyed every new customer that Vooray acquired. A staggering number of people heard about us from a friend or saw a trainer using our products. These are things we could not track or replicate. Roster allows us to know when these conversations happen and measure them. It is a huge goldmine for a marketer! Vooray Marketing team
The results
$325,000 in additional revenue at a 31x return
For the first time, Vooray could quantify and scale the impact of word of mouth. Unlike every other platform the company had tried, Roster measured the genuine product discussions rather than generic social chatter.
Because the connections were authentic, engagement was substantial. More than 2.4 million people shared, commented, and liked the posts, and conversations across the pro, customer, and influencer communities ran at more than 8x the industry average. The sales impact followed: more than $325,000 in additional revenue, and a 3,100% return on investment.
Figures as reported by Vooray for the pro, customer, and influencer referral programs.
Why it worked
Knowing who actually influences a purchase
The distinction Vooray drew was between people who talk about a brand and people who cause someone to buy it. Those are not the same group, and most platforms cannot tell them apart.
Once Vooray could see which relationships converted, the program stopped being a branding exercise and became a model the team could replicate and scale, with a measurable effect on customer acquisition cost.
Roster shows us which people actually influence friends to become Vooray customers. Not just talk, post or tweet about us. We know much more with Roster about true influence. Now we have a model that we replicate and scale. It drops our customer acquisition cost significantly. Vooray Marketing team
Key takeaways
What made the difference
- Discovery tools solve the wrong problem. Vooray did not need help finding creators. It needed to measure the conversations already happening.
- Separate programs produce separate signal. Running trainers, customers, and influencers as distinct communities is what made the comparison possible.
- Authentic connections engage harder. Conversations ran at 8x the industry average because the relationships were real.
- A 31x return reframes the budget conversation. $325,000 in additional revenue turned word of mouth from a soft metric into a line item.
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