Bonus: How Firstleaf Scaled Spend 10x on a CPA Basis with Nift’s Targeted Gifting

📈🎁 How Firstleaf Scaled Spend 10x on a CPA Basis with Nift’s Targeted Gifting

This week on the DTC Podcast, we dive into the world of gifting as a new channel for customer acquisition with Firstleaf’s CMO, Geoff Sanders, and Nift's CEO and Founder, Ellery Pfeffer. 

They explore how targeted gifting is helping DTC brands reach customers who may not even know they’re ready for a new experience — like discovering their next favorite wine!

‍

Here’s what went down: 👇

🍷 Finding New Audiences Beyond the Usual Suspects

For Firstleaf, a personalized wine subscription service, advertising often targets those already seeking a subscription. 

But by partnering with Nift, Firstleaf reaches a new, untapped group of wine lovers who might not actively be searching. 

Nift enables brands to gift their products to consumers after they complete a positive action on partner platforms, like Ticketmaster or Tinder. Think of it as a ‘thank you’ reward for the consumer—with something they’re genuinely excited to try.

Consumers get to use their Nift card for a product listed on the Nift site, meaning if you’re listed, you get a whole lotta fresh eyes on your brand. 👀

This approach shifts acquisition from the bottom of the funnel to earlier stages, presenting Firstleaf’s unique offering in a moment of curiosity, not just during an active purchase intent.

‍

🎁 Changing the Game with Gifting

Traditional ads grab attention. Nift, however, uses strategic gifting to introduce brands in a meaningful, user-focused way. 

Rather than intrusive ads, consumers receive gifts to sample brands they’ve never tried. 

Ellery explains that only top products in their category get showcased on the Nift site. And with 60M consumers receiving Nift cards every month, having one of those listed products be yours could offer a big lift not only in first touches to your brand but also to life-long fans.

‍

👥 CPA Goals with Flexibility

For subscription services like Firstleaf, cost-per-acquisition (CPA) is critical. 

Nift’s model operates with CPA flexibility, giving brands the leeway to adjust customer acquisition costs without depending on endless creative updates, which is a big contrast to managing campaigns on platforms like Meta.

By placing thoughtful gifts in front of receptive audiences, Nift captures more customers willing to try something new, aligning with Firstleaf’s long-term goals of growing loyal subscribers (and customer LTV!).

‍

🚀 Optimizing for Sustainable Scale

Since working with Nift, Firstleaf has scaled its spend on the platform tenfold. 📈

Unlike the volatility of other channels, Nift’s approach allows for consistent performance, even during events like Q4 or elections. This stability, coupled with high-quality consumer interactions, makes it one of Firstleaf’s most significant acquisition channels.

For brands considering gifting as a customer acquisition strategy, this episode uncovers the potential of connecting with audiences in a non-intrusive, results-driven way.

If you're ready to consider elevating your brand with targeted gifting, this is a can't-miss episode! 

Listen Here