Turning Youtube Views into In-Store Visits & Ongoing Customer Relationships: Overrice’s Strategy with Redeemables

With Megan Lim, Co-Founder of Overrice

About Overrice

Overrice, a brand inspired by NYC Mediterranean rice bowls, has been a long-standing client of Oddle. As a young brand with a strong digital identity and robust presence on social media channels such as Instagram and TikTok, Overrice recently collaborated with the popular YouTube channel “Overkill” for a Ramadan campaign, spotlighting their signature delicious rice bowls.

Episode of “Get Fed” by “Overkill”, led by internet celebrity Ryan Tan and featuring the renowned Chef Bob

Challenge

• Tracking and attribution difficulties in partnership marketing
• Challenges in calculating return on investment (ROI)
• Limited opportunities to maintain customer relationships after initial demand spikes

While influencer marketing is a popular and effective strategy for restaurants, it poses significant challenges in tracking and understanding campaign effectiveness. Partners typically provide only generic, top-level metrics such as views or impressions. Unlike e-commerce, where online sales can be directly attributed to affiliate links or interactions, the restaurant industry lacks mechanisms to trace offline in-store sales back to marketing efforts. Restaurants are left to “guess” the effectiveness of their campaigns based on overall sales. This makes it difficult to accurately determine ROI from marketing expenditures in partnerships.

Additionally, one-off partnership marketing efforts have limited opportunities for sustained customer engagement. Such campaigns are designed to spike interest and drive immediate traffic or sales through one-time interactions. However, once these campaigns end, brands often struggle to re-engage those customers in a meaningful way because they lack the necessary tools to continue the conversation, resulting in missed opportunities to build brand loyalty, encourage repeat business, and develop deeper customer relationships that could increase lifetime value.

Solution

• Direct customer engagement and data collection through Redeemables
• Transform one-off partnership marketing efforts into continuous customer relationships

Oddle introduced Redeemables, a digital voucher system, to help Overrice overcome these challenges. By attaching a link in the video to a redeemable claim form, Overrice was able to track the entire customer journey—from video impressions to redeemable claims and in-store redemptions. This enabled a seamless redemption process for Overrice’s customers and allowed precise attribution of sales conversions.

Capturing customer data at the point of interaction also transformed these one-time marketing efforts into ongoing relationships, enabling Overrice to reach and re-engage customers who demonstrated real interest in their offerings.

Link directs viewers to a simple form to claim a redeemable. Customers submit their details in exchange for a link to their redeemable.

Results

• 558 customer claims and customer profiles collected
• 199 in-store redemptions

The campaign generated significant engagement, with hundreds of customers interacting with the brand through Redeemables. The data collected offered valuable insights for future marketing strategies and re-marketing opportunities. Overrice also sent a follow-up email reminder, which led to an additional 56 redemptions, further maximizing the campaign’s impact.

These 558 customers have now been added to Overrice’s customer database, which allows for regular outreach and engagement.

Reminder email sent which drove an additional 56 redemptions in store.

Beyond Social Media: Redeemables as a tool for sustained engagement

Looking ahead, Overrice plans to use Redeemables beyond one-off campaigns. They aim to implement it for ongoing promotions like the “Add-on drink at $1 with any rice bowl purchase,” enabling continuous engagement and data collection from walk-in customers.

Ready to discover more about how you can leverage Redeemables in your marketing strategies and to drive customer acquisition and retention? Click here.