THE LONG
TAIL OF A
WISHLIST.
The prize created the behaviour.
The behaviour created the engine.
A 19-day gamified wishlist challenge turned bargain-hunting into declared intent, then kept that intent working through an always-on CRM engine for five months.
10-item wishlists built
Year-on-year intent surge
Direct campaign revenue, Nov–Dec 2025
Wishlist automation revenue, Nov 2025–Mar 2026
Revenue figures are deliberately separated: R9.8m is attributed to competition communications across Nov–Dec 2025; R201.5m is the subsequent always-on wishlist automation revenue reported for Nov 2025–Mar 2026.
Watch the case · 1:59
THE COMPLETE CASE,
IN TWO MINUTES.
From a 19-day competition to a five-month intent engine, including the customer experience, Braze build and commercial result.
01 / The brief
STOP RACING
TO THE BOTTOM.
Black Friday usually rewards reactive bargain-hunting. The brief was to shift customers towards proactive intent declaration before peak began, creating a customer signal that could keep creating value after the competition ended.
The qualifying moment
The experience paid off at the exact moment the tenth item landed.
The in-session IAM trigger turned completion into an immediate reward moment rather than making the customer wait for the next batch or session.
02 / The mechanic
ADD 10
ITEMS.
WIN YOUR
WISHLIST.
Designed the mechanic: add 10 items to a wishlist for a chance to win the list
Built live personalised progress experiences using Braze and Liquid across email, push and in-app
Engineered five Braze Canvases, including an in-session trigger at the tenth wishlist add
Turned the resulting wishlist intent into an always-on CRM engine for price-drop and stock-return activation
03 / The system
A PROMOTION THAT
LEFT BEHIND AN
INTENT ENGINE.
PRIZE
Motivate the behaviour
BEHAVIOUR
Build the wishlist
INTENT
Declare demand
BRAZE
React to customer state
COMPOUND
Keep converting later
04 / What changed
The competition produced 175,304 ten-item wishlists and a 120% year-on-year increase in peak wishlist intent. The results submission attributes R9.8m to competition communications across November and December 2025. Separately, the always-on wishlist automation generated R201.5m from November 2025 to March 2026. Those are presented as distinct revenue buckets rather than treating the combined figure as direct campaign revenue.
05 / Fuse take
The prize created the behaviour. The behaviour created the engine. The valuable output was not only a 19-day promotion, but an owned intent signal that could keep powering relevant customer experiences after peak.
Up next
Live shopping built as an 18-day customer journey.
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