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2025 Torchie Awards: Our Final Categories + The People's Choice
7 MIN READ We’re in the final days before Forge and the countdown to the Torchie Awards is on! For this post, we dive into three categories that always see the most entries: Collaborative Team of the Year, Creative Excellence, and Campaign of the Year. The submissions for 2025 were next level, and because of that we’re introducing something new this year: The People’s Choice Award for two of our award categories, Creative Excellence and Campaign of the Year. More on that in a moment, but first, check out the accomplishments of our nominees for Collaborative Team of the Year. Collaborative Team of the Year This award celebrates teams that have successfully worked across different departments and disciplines to create best-in-class campaigns. Crunchyroll A global, cross-functional team of 13 worked together to create a deeply personalized messaging experience for over 12 million members, resulting in over 3 million unique impressions. HBO Max Max Rewind 2024 was a globally executed, end-of-year personalized recap campaign that felt like a "Spotify Wrapped" for Max subscribers. A cross-functional team delivered this best-in-class, interactive experience, with CRM Ops leading the technical innovation by building it entirely in Braze despite lacking native tooling. This resulted in a stunning success, with a well-above average participation rate in the US and major press coverage. Jump This fully remote cross-functional team leveraged Braze to build a proprietary platform that delivers highly personalized, real-time fan experiences for clients, resulting in smarter campaigns and stronger fan connections. REA Group REA Group’s cross-functional team collaborated to expand their Braze expertise from B2C to B2B, resulting in record monthly active members in their B2B Customer app “Ignite” and a strong personalization stack, ready to accelerate even further. Sephora Sephora partnered across six different teams to tackle a critical Braze reimplementation, reducing their custom events from over 20,000 to a manageable 30, which led to a 549% year-over-year increase in revenue from a key campaign. SoFi A small, ambitious group at SoFi collaborated to create the "Money Moves" campaign, a highly personalized email that provided members with an insightful review of their financial progress, creating a blueprint for future data-driven campaigns. Your Vote Matters: Let’s talk about the People's Choice Awards Make your voice heard this year at Forge! For the first time ever, the community will decide on an additional winner for the People's Choice Award in two of our top categories: Campaign of the Year and Creative Excellence (hint: the ones you just read about!). During Forge, from September 29-September 30, you’ll be able to cast a vote for your favorite, whether you’re attending Forge in Las Vegas or attending Forge Digital, and determine who takes home the Torchie. Your vote will honor the teams and campaigns that have truly set a new standard for customer engagement. The winners People’s Choice for Creative Excellence and the People’s Choice for Campaign of the Year will be announced on the final day of Forge. Let’s learn about the finalists! Creative Excellence This award honors teams that use the Braze platform to create innovative, original messaging and unique customer experiences. In addition to the Torchie Award from Braze, this category is also eligible for the People’s Choice Award. ClassPass: Best of ClassPass ClassPass's "Best of ClassPass" campaign evolved from a simple idea to a globally scaled, multi-channel creative experience. Using Braze's Canvas, the team mapped a dynamic user journey that included in-app modals for voting, push notifications, emails, and a custom microsite for announcing winners. The campaign saw a 120% increase in in-app voting participation year-over-year and surpassed engagement benchmarks. Braze's features, like Smartling integration and dynamic variables, were key to personalizing content across five languages, proving that creativity and technology can drive authentic connection. HBO Max: Pre-finale IAMs HBO Max's "Pre-finale Voting IAMs" campaign transformed in-app messaging into an interactive, story-driven experience. The team used Braze's Multi-Page IAMs to invite users to predict outcomes for popular shows like House of the Dragon and The White Lotus, then instantly recommend new content based on their choices. This agility, enabled by Braze, allowed the CRM team to own the creative process end-to-end without relying on engineering resources. The campaign saw a significant lift in viewership for featured titles and proved that interactivity can build deeper user investment and loyalty. McDonald's: Unbagged For its "Unbagged" campaign, McDonald's used Braze to turn owned channels into a leading creative force. The campaign, which was a personalized, data-driven "tarot card" reading based on each customer's ordering behavior, was executed through 29 million individualized email and push notification experiences. Using Braze's advanced segmentation and dynamic content, McDonald's crafted over 700 unique story variations. The campaign went beyond metrics, strengthening fandom and emotional loyalty, and set a new standard for what CRM can achieve as a creative and cultural driver. RappiCard: Rosca RappiCard's "Rosca" campaign creatively leveraged a traditional Mexican ritual to drive in-app engagement. Using a custom HTML in-app message built in Braze, users could "cut" a digital Rosca to reveal a randomized, real-time reward. Braze powered the entire end-to-end experience, from handling random prize logic with JavaScript to using webhooks to assign rewards instantly. This approach pushed beyond traditional campaigns by creating a joyful, interactive ritual that increased the likelihood of promotion usage and fostered a deeper emotional connection with users. SoFi: Money Moves SoFi's "Money Moves" campaign was a highly personalized email that provided members with a financial "receipt" of their progress. The idea was to use Braze to showcase aggregated, sensitive data in a transparent and engaging way. The campaign used 31 novel custom attributes and 149 lines of Liquid logic to create a unique receipt for each member. The success of this campaign, which included the use of a third-party partner to add gamified "badges," proved that Braze's personalization tools can build trust and confidence with members, leading to a highly-regarded and impactful marketing message. Campaign of the Year This award recognizes campaigns that show strategic leadership and technical skill to build stronger relationships with customers. In addition to the Torchie Award from Braze, this category is also eligible for the People’s Choice Award. HBO Max: Paris Summer Olympics For the Paris Summer Olympics, the HBO Max EMEA team faced the challenge of delivering over 2,000 real-time communications to 13 markets. They solved this with Braze by building an automated messaging engine using API-triggered Canvas Flows, Connected Content, and Liquid logic. This innovation, including AI automation for key moment alerts, saved over 1,300 hours of manual work and resulted in a high streaming rate of Olympic content, well above the benchmark. The campaign demonstrated a repeatable framework for future live events and significantly boosted engagement. Ibotta: Project Egg Ibotta's "Cheap Eggs Program" was a rapid, four-week campaign launched in response to rising egg prices. Using Braze, the team quickly deployed a universal offer via Content Cards and Push Notifications, reaching a wide audience and driving strong performance. The campaign generated 643 million impressions and led to 319,000 offer redemptions, with 85% of egg offer redeemers also engaging with other content. This agile, data-driven approach not only delivered a significant lift in business metrics but also generated strong earned media coverage and strengthened user trust. RappiCard: Legacy RappiCard's "Legacy" campaign was a gamified experience built with Braze to drive sustained user engagement and financial activity. The campaign used custom HTML in-app messages to create an interactive "level-up" journey where users completed goals to evolve an axolotl avatar and unlock rewards. This strategy, fully orchestrated with Braze Canvas and webhooks, led to significant behavioral uplifts, including a 337% increase in utility bill purchases and a 45% increase in physical card purchases. The campaign was fully automated, required no engineering resources, and established a new growth layer for the company. SoFi: Invest Milestones SoFi's "Invest Milestones" program was designed to engage members beyond onboarding by celebrating their financial progress in real time. The evergreen program, built with Braze, delivers behavior-based messaging triggered by actions like placing a first trade or reaching a portfolio value threshold. This personalized approach has driven over $60 million in net new deposits and achieved a deposit rate nearly four times higher than the benchmark. The program created a scalable framework that allows the marketing team to launch new moments quickly, reducing manual work and driving long-term financial growth for both members and the business. Wendy's: Fresh Picks - March Madness Wendy's "Fresh Picks" campaign leveraged Braze to create an interactive March Madness experience, allowing customers to make tournament predictions. Using Braze's in-app messaging and webhook functionality, they seamlessly integrated with their loyalty platform to award points for correct picks. This multi-channel approach drove over 10 million in-app impressions, attracting over 550,000 new digital accounts and resulting in 1.12 million national offer redemptions. The campaign streamlined operations and delivered significant business impact by turning a passive event into an active, rewarding experience. Good luck to all our finalists–see you at Forge! Join us at Forge to celebrate all the finalists, learn from the best in the industry, and cast your vote for the People's Choice Award. If you can’t meet us in Las Vegas, join us for Forge Digital! Whether you're a long-time member of the community or just getting started, Forge is where you’ll gain the insight, inspiration, and support to stand out by using your creativity in new ways. See you soon!Race Condition Issue between API-trigger and mail execution during Registration
Hello people, I have this interesting case which looking for a proper solution that wont affect the UX during onboarding. When user completes the registration process, we send a service mail with a verification link that users can verify their email addresses. Service mail is set as API-triggered campaign and we have this race problem that sometimes the API call is prior to mail execution which gives an error: "User can't found" Our campaign flow for user creation process on Braze contains 2 steps: 1- API call to create a ghost user (using alias and email address attribute only) to create user profile 2- API call to find the user profile and trigger the email send 3- when user clicks and verify mail --> actual user profile is created with all attributes. 4- API call to merge these user profiles. Between step 1 and 2, API call to find user data for executing email fails. Any user case or solution with this issue above? Support suggesting to add more delay between API calls to not face race condition, however registering a service and wait 3-4 minutes of 1st email for verification is not match with our UX flow. Thanks in advance
CRM Executive @ Chelsea FC
We have a new role launching within our digital marketing team to help harness the power of Braze and Segment (CDP) to develop and deliver our automation roadmap. You will be working across all areas of the club with the aim of maximising fan engagement. Please find the link here: https://uk.linkedin.com/jobs/view/crm-executive-braze-experience-required-at-chelsea-football-club-4331724525CRM Specialist at Dabble
Dabble is looking for a passionate Customer Engagement Specialist (US) to help bring our social Daily Fantasy Sports experience to life. In this role, you’ll create and execute engaging CRM campaigns across in-app, push, and email channels — building personalised journeys that delight our players and keep them coming back for more. You’ll collaborate with a creative, data-driven marketing team, using tools like Braze and Amplitude to craft communications that feel fun, fresh, and uniquely Dabble. We’re looking for someone with 2+ years of CRM experience, a knack for storytelling through data, and the ability to thrive in a fast-paced, startup-style environment. If you’re a team player who loves experimenting, innovating, and being part of a community that celebrates its wins together — apply today and join the Dabble crew!Loyalty programme recommendations
Hey Bonfire Community! We are looking at loyalty programme solutions which nicely integrate with Braze. Any experiences around partners like Open Loyalty, Antavo, Loyalty Co, Talon.One & Birdeye are very welcome :) Pros/cons and anything in between, please feel free to share! Thank you in advance. Cheers, RosaFigma to Braze HTML templates
Hello guys, I am trying to find a plugin or any 3rd party tool that can export from figma designs to the braze. There is this plugin called Emailify on figma which I can export the email design as HTML template directly to the email templates on braze via API. Now I am trying to apply this to landing pages and in-app messages. Anyone using custom html templates for these channels? if yes, can you please share your experience and maybe suggest a solution?
Issue with push notifications
Hello - We have a user stating that he is not receiving our push notifications. - He has the most updated app version. - He has push notifications allowed. - He has 2 Push Tokens (he has 2 devices), Foreground for both, for the correct app version. - He is subscribed to push notifications. - Braze is sending him the push notifications, I see them as "send" on his Messaging History tab. Everything seems correct on our end, but the user does not receive our pushes? I run the SDK debugger, and even though he closed the app and relaunched it, the debugger is still in “Waiting for device to connect”. So something is happening with his device, I assume. Any ideas on what could I test or what could be happening? I appreciate it!
Collecting Team Affinity Data
Hi everyone! I’m working on a project that relies 100% on explicit user data (no implicit/behavioral signals), and I’m trying to determine the best way to capture Team Affinity using Braze tools/features. My main goal is to figure out the best channel (Email, Push, or In-App Message)—or a mix of all—to collect explicit team preference data, then use that data for downstream targeting and personalization. Goal: Assign each user a preferred team (their “team affinity”) based completely on explicit data they provide — not inferred behavior. What I’m trying to solve: I want to build a system where, once a user selects their preferred team, Braze can: Capture and store that explicit preference reliably Update or overwrite it if the user changes their selection later Allow future campaigns/segments/targeting to easily reference this “team affinity” value Trigger follow-ups or automations based on a user’s declared team What I need help understanding: What is the recommended Braze setup for: Storing team affinity (Custom Attributes? Subscription Groups? Catalogs?) Capturing the explicit selection (e.g., In-App Message button actions, email deep links, or other methods) Updating the stored value cleanly when the user changes teams Making the system scalable when there are many teams Ensuring the affinity value can be used instantly for segmentation and personalization If anyone has examples, best practices, or a tried-and-true workflow for managing explicit-preference data like this, I’d love to learn from you. Thank you!Surveying Tools x Braze for User Research
Hi all, TL;DR Looking for Survey Tool recommendations that integrate seamlessly with Braze for Emails and In-App Messages. Currently using Braze for Lifecycle Marketing, but our user Research team are using Iterate to build Email and In-App Message surveys. We've been discussing whether using Braze for some of their needs would make sense (for example, it would make audience management way simpler) and in parallel they're also wondering whether Iterate is the best out there for integration with Braze and cost-benefit to their needs. I know Braze has some of the functionality we need available as well, but I think it would still be quite limited (based on the wishlist below). The must-haves/wishes are: In-app surveying, email surveying Allows for these question types: multiple-choice, likert scales, ranking (wish) sliding scales Allows for these question content types: info screens (have a “question” that isn’t a question but a direction or information), images (wish) multiple choice images, videos Analysis: simple overview of question answers filter responses by date & other attributes Survey functions: randomise question order advanced branching logic (multiple layers) set limits on survey responses/sample size efficient user & event targeting with minimum dev effort (e.g. data stream from CDP) Privacy/GDPR compliant Integrates with Braze Project forders/tagging (to organise by team/research topic) Any experience or tips appreciated!
Complex Canvas
We are trying to accomplish something in order to run a one month challenge and would love some assistance! Basically, we will be asking people via in app message and content card to opt-in to the challenge throughout the month. If they click on a button, this will change a custom attribute value to true, which then triggers them to enter a canvas which sends them motivational content and updates. Due to the complexity of triggering the messaging throughout the month and it needing to end on a specific date, I am looking to be able to filter the users based on when they entered the canvas. I was thinking there could be a way to do this based on a user update step at the very beginning of the canvas and update a new attribute to 'now's date. Then filter with an audience path to customize the messaging further down. However, I can't seem to be able to get that user update step to work. I've tried a few different liquid options, but no dice. Has anyone done this previously and what's the mechanism you've used? I'm wondering if this would be a good place to use a canvas context step, but I can't seem to figure out exactly how to implement that in order to achieve what we're looking to do. Any help is much appreciated!
