Birthday cakes have always marked special milestones, but in the era of ecommerce and content creation, they are more than just dessert. For Cakes by Mail, a direct-to-door cake delivery brand, birthdays are no longer only about blowing out candles. They are a sizzling opportunity to turn customer joy into engaging content and mouthwatering word-of-mouth.
Enter the Birthday Moments Club — a rewarding and interactive campaign that blends celebration with content creation. Built with the power of Social Strudel, this initiative inspires users to share birthday unboxings, answer flavor polls, post candle-lighting selfies, and more. The result is a constant cascade of authentic, community-powered brand storytelling. Topped off with cake credits, exclusive toppers, and event access, this club is a user experience and marketing strategy rolled into one irresistible slice.
Let’s take a closer look at how the Birthday Moments Club brings ecommerce, content strategy, and social connection together on one delicious plate.
Turning Birthday Deliveries into Celebratory Content Moments
Everyone loves getting a package. Even more when it’s a beautifully boxed cake. Cakes by Mail saw this moment of unboxing not just as a customer touchpoint, but as share-worthy content waiting to happen. With some strategic steps and smart integration with Social Strudel, they created a universal experience customers wanted to share.
Here are some of the standout activities that drive engaging user-generated content (UGC) for the Birthday Moments Club:
- Unbox the Slice – Customers are encouraged to film short videos as they open their cake delivery. Think ASMR crinkles, frosting reveals, and the wow factor as toppers or plush packaging are revealed. These unboxings are a viral goldmine when shared on Instagram Reels and TikTok Shorts.
- Candle Shot Challenge – Lighting the candle and making a wish has become a brief and beautiful moment that users love to document. Members tag the brand and share this video clip using moment-specific hashtags. It poses the perfect visual for both Pinterest and Facebook group engagement.
- Flavor Poll – Who doesn’t love a flavors face-off? The Birthday Moments Club asks users to cast their vote on fan-favorite cake flavors. Vanilla confetti vs. cookies and cream? Each vote is an excuse for Instagram Stories participation, Facebook reactions, and LinkedIn polls styling.
- Review with Photo – Verified fans post their honest reviews paired with photos of their birthday cakes. These visuals explode on platforms like Google Business, Yelp, and dedicated Instagram review hubs. Every star rating becomes a social signal and micro-influencer opportunity.
- Friend Invite – Customers who enjoyed their cake can now invite their friends to join the Birthday Moments Club. This gamified referral flow expands brand reach across networks like WhatsApp, Messenger, and Snapchat.
Rewarding More Than Just the Sweet Tooth
Cakes by Mail doesn’t just hope the content rolls in. They make sure it does by offering meaningful and irresistible rewards tailored to content creators and loyal customers alike.
The Birthday Moments Club includes:
- Cake Credit – Earn points that convert into discounts on your next cake delivery or gift an order for someone else.
- Exclusive Topper Unlocks – Share content? Receive limited edition cake toppers branded for TikTok stars, engagement photos, or kids’ parties.
- VIP Window – Frequent content creators get early access to seasonal flavors, limited run designs, and behind-the-scenes virtual baker tours curated through social platforms.
This reward structure encourages consistent content creation across multiple social channels. With Social Strudel, Cakes by Mail tracks who posts, on what platforms, and how those campaigns perform.
A Multichannel UGC Strategy as Layered as the Cakes
Every cake has multiple layers — and so does every successful UGC funnel. With Social Strudel at the center of their strategy, Cakes by Mail was able to tie together content creation across Facebook, Instagram, TikTok, YouTube, LinkedIn, Threads, Pinterest, WhatsApp, Twitter (X), and Snapchat.
Here’s how they broke it down:
- Instagram & TikTok – Bite-sized celebrations rule here. Most unboxings, candle shots, and topper reveals headline on these channels. Brand tags, story mentions, and hashtag tracking help drive visibility and stimulate FOMO-powered sharing.
- Facebook – Within Facebook groups such as parenting forums or birthday planning collectives, Cakes by Mail uses Social Strudel to seed content and track re-sharing of user moments and reviews.
- LinkedIn – Biz birthdays are a growing niche. Social Strudel helped creators deliver gratitude posts with cake images for coworkers and clients. This promotes the product in professional settings, building brand trust.
- Snapchat and WhatsApp – Social Strudel’s closed-loop sharing tools help capture disappearing content like impromptu birthday dances or icing-first bites. Members earn credit even for private shares.
- YouTube and Threads – Longer-form review content and creator discussions flourish here. Social Strudel aggregates these for brands to repurpose as testimonials.
Bridging Creators with Cake-Loving Audiences
Not all birthday content comes from paying customers. Cakes by Mail also taps social-savvy bakers, birthday party planners, and lifestyle influencers to create crave-worthy content and boost their Birthday Moments Club visibility through the Social Strudel Creator Portal.
This allows them to discover and collaborate with creators that align with their brand vibe. Whether it’s a mom-influencer with a preschool party channel or a working professional sharing birthday cake breakroom moments, Cakes by Mail expands its reach with strategic creator matchmaking.
How Cakes by Mail Used Social Strudel for Sweet Success
The true icing on the cake? How easy it is for the marketing team at Cakes by Mail to manage this all using Social Strudel.
Here’s what Social Strudel powered:
- End-to-end influencer discovery and onboarding across platforms
- Automated reward fulfillment tied to social activity
- Performance analytics visualized per campaign and platform
- Content rights management at scale for reviews and UGC
- Unique referral links and account tiering for superfans
With Social Strudel, one birthday becomes dozens of stories, testimonials, and trend-chasing visuals. The platform’s integration with the top 10 social platforms means that Cakes by Mail never misses a tag, mention, or opportunity.
Time to Bake Your UGC Strategy
The Birthday Moments Club proves that even the most traditional moments — like a cake on your birthday — can become dynamic, shareable, and brand-benefiting. Whether you’re in ecommerce, food, fashion, or personal care, these strategic content moments create endless value.
Curious how your brand can use Social Strudel to transform purchases into community-driven content? You’re just a demo away.
Brands: Looking to expand your ambassador program? Book a demo call – Discover and collaborate with talented content creators who love your products.
Creators: Ready to become a brand ambassador for delightful experiences like Cakes by Mail? Sign up here to start your journey with top ecommerce leaders.
