How Jocko Fuel Built a Quiz with 90%+ Completion Rate
Learn how Jocko Willink's supplement brand uses personalized quizzes to guide customers to the right products and build lasting relationships.
About Jocko Fuel
Co-founded by retired Navy SEAL Jocko Willink, Jocko Fuel offers clean energy drinks and protein products designed to help customers optimize their health and well-being without compromise. Cut the chemicals and preservatives—Jocko Fuel keeps it real.
The brand heavily focuses on retention marketing with a long-term approach to customer relationships. Jocko Fuel expects customers to take some time to convert—about three to four touchpoints—and purposely allows customers to go through a learning journey before deciding to purchase.
Company Info
The Challenge
Jocko Fuel clearly cares for its customers. But before implementing their product finder quiz, they were missing key elements to deepen customer engagement across their multi-channel ecosystem spanning retail, digital marketing, SMS, email, Instagram, and search.
The Solution
With the help of Octane AI, Jocko Fuel established a product finder quiz that helps customers find the right supplements for their fitness needs. The quiz was designed with three key focuses: customization, engagement, and flexibility.
Why Jocko Fuel Chose Octane AI
"We have a lot of smart people at Jocko Fuel, and everyone was aligned to use Octane AI," said Karen Reehil, Director of Ecommerce. The decision was unanimous for several key reasons:
The Quiz Experience
The quiz is prominently featured in the top menu bar, telling customers exactly how long it takes and why they should complete it. It's designed to be brief and easy to complete, asking key questions about demographics, activity level, health concerns, and fitness goals.
Quiz Questions Include:
Personalized Product Recommendations
Customers receive tailored product suggestions based on their unique fitness needs and goals.
Email & SMS Capture
20% discount offered in exchange for email and SMS signup at the end of the quiz.
Product Development Insights
Quiz asks "What protein flavor would you like to see next?" to inform future launches.
Multi-Touchpoint Nurturing
Designed for customers who need 3-4 touchpoints before converting—building trust over time.
Syncing with Klaviyo and Attentive
Jocko Fuel integrated their quiz results with Klaviyo for email and Attentive for SMS, ensuring seamless follow-up with customers. After completing the quiz, customers receive personalized recommendations via email or SMS, outlining the products that best fit their needs.
Seamless Integration Benefits
- •Capture email and SMS from customers who have shown interest
- •Follow up with leads who didn't immediately convert
- •Personalized product recommendations in every touchpoint
- •Build long-term relationships through consistent engagement
The Results
Jocko Fuel's quiz exceeded expectations, delivering exceptional engagement and valuable customer insights.
The quiz reached exceptional engagement rates, exceeding typical online attention spans.
The majority of customers who started the quiz completed it—a testament to the experience.
Multi-step nurturing through email and SMS converted leads who engaged multiple times.
Quiz data now informs product development, enabling confident new flavor and product launches.
"Any brand looking to engage with the consumer, which is pretty much every brand, should be using Octane AI in some form or another."
"We want to be communicating with our customers, engaging with them like we're in a relationship, which we are. Providing that engagement back and forth between us and the consumer."
— Karen Reehil, Director of Ecommerce
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