The best referral programs don’t just offer discounts. They extend the brand experience, turning satisfied customers into authentic advocates who can’t help but share.
This month, we’re spotlighting three brands that prove referral marketing works across wildly different categories: CBD wellness, outdoor gear, and competitive swim equipment. What connects them? Each program is purpose-built around how their customers naturally share, when they share, and why they share.
From Five CBD’s street art aesthetics to RTIC’s adventure-first messaging to SwimOutlet’s poolside social proof, these campaigns demonstrate that the most effective referral programs feel less like marketing tactics and more like natural extensions of the customer experience.
Let’s break down what makes them work.
Five CBD
The bold, full-spectrum CBD disruptor
Reward Structure: $25 Give, $25 Get
Program Type: Post-Purchase + Standalone
Key Success Factor: Brand-Forward Design That Demands Attention
Five CBD’s referral program doesn’t whisper… it shouts. In a crowded CBD market where most brands play it safe with minimalist aesthetics, Five leans into vibrant, graffiti-inspired visuals that instantly communicate their brand personality: bold, unapologetic, and designed for a younger, experience-driven audience.
What We Love:
- Visual identity as conversion driver – The street art-style photography and neon green accents aren’t just pretty; they reinforce that sharing Five is about sharing a lifestyle, not just a product. The creative alone tells you this isn’t your grandmother’s CBD brand.
- Friction-free sharing at every touchpoint – Four distinct sharing methods (SMS, email, link, name sharing) remove any excuse not to share. Whether customers prefer a quick text or want to blast their group chat, Five makes it effortless.
- Equal-value reward structure builds reciprocity – The symmetrical $25/$25 offer eliminates any guilt around “selling” to friends. Both parties get the same value, which feels generous and fair; critical in wellness categories where trust is everything.
- Brand consistency from advocate to friend – The same bold creative carries through to the friend claim page, ensuring there’s zero disconnect between the referral message and the landing experience. Your friend knows exactly what brand they’re about to discover.
- Mobile-first design execution – Look at those clean, thumb-friendly buttons and hierarchy on mobile. This isn’t desktop-first thinking adapted for mobile, it’s built for how people actually share today.
The Strategic Play:
Five understands that in the CBD space, where advertising restrictions limit traditional acquisition channels, word-of-mouth isn’t just helpful, it’s essential. By making their referral program an extension of their brand identity rather than a bolted-on discount tool, they’ve turned customers into authentic brand ambassadors who are excited to share, not just incentivized to do so.
RTIC Outdoors
The adventure-ready referral machine
Reward Structure: Give 10% Off, Get $20 Credit (Stackable)
Program Type: Post-Purchase + Dedicated Landing Page
Key Success Factor: Lifestyle Messaging That Sells Experiences, Not Discounts
RTIC’s referral program understands something fundamental about the outdoor gear market: people don’t just buy coolers and drinkware; they buy into adventures. “Share the Fun: Refer a Friend” isn’t about saving money. It’s about bringing your crew along for the experience.
What We Love:
- Asymmetric rewards that just work – The 10% friend discount creates a low-friction entry point (on products with substantial AOV), while the $20 advocate credit feels significant and stackable with sales. This structure acknowledges that advocates care more about rewarding friends than maximizing their own gain.
- Personalization that builds trust – “Your Friend John Smith Sent You 10% Off” immediately establishes social proof and eliminates the cold, promotional feel most referral emails have. You’re not getting spammed by a brand; you’re getting a recommendation from someone you know.
- Custom messaging that humanizes the handoff – That “Custom message entered by user” field is brilliant. It lets advocates add context (“Dude, remember that camping trip? Get one of these”) that transforms a discount code into a genuine recommendation.
- Urgency without desperation – “P.S: Your coupon code will be gone soon, but you can get it now and use it later” creates FOMO while respecting the buyer’s timeline. It’s a nudge, not a shove.
- Strategic product placement – The “Shop New Products Arrivals” section at the bottom of the friend landing page turns every referral into a discovery moment for new inventory, not just discounted old stock.
- Stackable rewards = higher participation – Telling advocates their $20 credit works “on top of site sales” removes the mental math of “is this even worth it?” More clarity equals more shares.
The Strategic Play:
RTIC competes in a category dominated by Yeti’s premium positioning. Their referral program leans into community and shared experiences rather than trying to out-premium the incumbent. The “Bundle & Save” creative reinforces that RTIC customers are gear collectors building their outdoor ecosystem, not one-time buyers. Every referral isn’t just acquiring a customer; it’s expanding someone’s RTIC collection.
SwimOutlet
The social-proof powered swimmer’s club
Reward Structure: Give 20% Off, Get $30
Program Type: Post-Purchase + Talkable Wallet + Video Referrals
Key Success Factor: Transparency + Social Validation at Every Step
SwimOutlet’s referral program doesn’t just tell you to share. It shows you exactly why 28,729 other people already did. That number isn’t buried in fine print; it’s front and center, immediately signaling “this works, and people actually use it.”
What We Love:
- Social proof as the opening line – Before you even see the mechanics, you see that nearly 29,000 people have shared. It’s instant credibility that removes the “is this weird?” hesitation many people feel about referral programs.
- Visual value ladder – The three-icon progression breaks down exactly how value compounds: share = friend saves, friend buys = you earn $30, more friends = more savings. No confusion, no fine print hunting, just clear sequential benefits.
- Talkable Wallet for long purchase cycles – SwimOutlet shoppers don’t buy weekly. They buy seasonally (back to school, new season, gear replacement). By integrating Talkable Wallet, rewards live in customers’ Apple or Google Wallet where they’ll actually see them months later, not buried in an email they’ll never find again. This is brilliant for categories with extended purchase cycles.
- Talkable Video Referrals for authentic advocacy – The video message option lets advocates record personal recommendations instead of sending cold discount codes. “You just got a mystery gift from your friend” paired with a real face and voice transforms a referral from promotional to personal. It’s the digital equivalent of a poolside recommendation.
- Automated reminder cadence – That “Send my friends a reminder e-mail in 3 days” checkbox recognizes that timing matters. Your friend might not be shopping for goggles today, but they might be in three days. One thoughtful nudge beats radio silence.
- Testimonials as trust anchors – Placing real customer reviews directly below the referral program isn’t accidental. It reinforces that SwimOutlet delivers quality worth recommending, which gives advocates confidence that their referral won’t backfire.
- Asymmetric rewards that feel generous – The 20% friend discount is substantial enough to overcome first-purchase hesitation on $50+ swim gear purchases, while the $30 advocate reward feels like real money (because it is). Neither side feels shortchanged.
The Strategic Play:
Swimming is inherently social. Swim teams, swim parents, masters programs, triathletes. They all exist in tight communities where gear recommendations travel fast. SwimOutlet’s program recognizes that the best swim store isn’t the one with the lowest prices; it’s the one everyone in your lane swears by. Talkable Wallet and Video Referrals keep SwimOutlet top of mind during those “where do you get your gear?” conversations that happen poolside every single day.
Key Takeaways for Your Brand
1. Match rewards to your purchase cycle
SwimOutlet’s Talkable Wallet integration isn’t a gimmick. It’s strategic recognition that their customers shop seasonally. If your product has extended purchase cycles, make sure rewards are accessible when customers are actually ready to buy again.
2. Let your brand personality drive program design
Five CBD’s neon-green, graffiti-inspired creative isn’t just pretty. It instantly communicates who they are and who they’re for. Your referral program should feel unmistakably yours, not like a white-label discount tool bolted onto your site.
3. Remove friction at the moment of share
RTIC’s custom message field and SwimOutlet’s Video Referrals transform cold promotions into warm recommendations. The easier you make it for advocates to add personal context, the more authentic (and effective) their referrals become.
4. Use social proof to drive participation
“28,729 people shared this offer” does more heavy lifting than any incentive copy ever could. If you have the data, show it. Nothing motivates sharing like knowing thousands of others already did.
5. Build programs around natural advocacy moments
These brands understand where their customers already talk about products: at the gym, on the trail, poolside. Your referral program should activate those existing conversations, not try to manufacture new ones.
Want to see how Talkable can help you build a referral program that actually reflects your brand? Get in touch.
