HelloFresh Group x Capital One Ad Solutions: The Multibox Reward Strategy

The Challenge

High subscription churn caused by deal-seeking users who claimed single first-order cashback incentives and canceled before placing ongoing orders.

The Strategy

Structure a phased "Multibox Reward" model that splits customer incentives across multiple transactions to encourage retention over immediate single-order cashouts.

Execution and Innovation

Partnered with Capital One Ad Solutions starting in April 2026 to offer a smaller upfront reward on Box 1 and a significantly higher payout upon completion of Box 3.

Results

Decreased the "Empty Conversion Rate" (account signups without completed orders) by ~45%, grew overall conversion volume by 11% YoY, and maintained program profitability.

Judges' Verdict

"Strong entry with interesting multibox reward structure that demonstrates scalability and good use of data-led rate design but would like clearer explanation of and more detail on how how it all came together in practice."