Food & drink · Subscription
Turning Sunday brunch into a subscription engine.
Food creators cooked with Oakline beans every weekend for a quarter. Subscriptions became the brand’s biggest channel.
- Client
- Oakline Coffee
- Duration
- 1 quarter
- Platforms
- Instagram · TikTok · Pinterest
- New subscribers
- 18k
- Link click-through
- 3.9%
- CAC payback
- 41 days
Oakline’s subscription was profitable from the fourth box, but paid acquisition rarely got people to box one. Discount codes brought one-time buyers who never stayed.
Recipes, not reviews
Creators built a weekend recipe around the coffee instead of reviewing it, which kept the posts useful long after they went live.
A first box worth keeping
We swapped the 30% discount for a free grinder with the second box, which lifted retention instead of eroding margin.
Pinterest as a slow burn
Every recipe was repinned as a step-by-step idea pin, which still drives a fifth of new subscribers each month.
Creators on the program
@the.sunday.pan
Food · 274k followers
@maya.daily
Lifestyle · 412k followers
@nomad.niko
Travel · 390k followers
“It’s the first channel where our subscribers stay longer than average, not shorter.”
Marcus Lindqvist — Head of Growth, Oakline