How Top of the Mornin’ drove 2x more conversions by launching a mobile app with Reactiv

Top of the Mornin’, a coffee brand founded by Irish YouTuber Jacksepticeye, built a loyal community with fun, uplifting branding, and high-quality products.

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From the brand’s vibrant colors to its bright mascot Sonny, Top of the Mornin’ is all about adding a splash of fun to the craft coffee game. 

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Building off a thriving YouTube community of 30.9 million subscribers, Top of the Mornin’ fostered a strong community of its own. Affectionately referred to as ‘Sonny’s Sunshine Club’, the coffee brand’s subscribers and community members were eager for a way to feel more connected to the brand. 

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Enter the need for a mobile app—a direct line to the community at their fingertips. 

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With a small team, Top of the Mornin’ wanted to develop its mobile commerce with an app solution that was easy to launch, didn’t require complex, custom development, and wouldn’t break the bank. 

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Reactiv was that solution. 

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The influencer-led coffee brand launched a Reactiv-powered mobile app and instantly saw results. 

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Since launching in November, Reactiv has helped Top of the Mornin' achieve:

• A higher-converting mobile app that’s driving increased AOV and conversions
• A seamless discount experience that improves redemption rates and app adoption
• A direct communication channel through push notifications, strengthening brand loyalty

But what led Top of the Mornin’ to Reactiv in the first place? 

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The mission: Finding the perfect mobile app partner in Reactiv 

Top of the Mornin’ knew for years that a mobile app appealed to its audience. But since most solutions require a ton of custom development and high costs, none of the traditional solutions were the right fit—until Reactiv.

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As Kenzie McAndrew, Head of Marketing at Top of the Mornin’ explains, “Reactiv checked all of our boxes.” 

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Top of the Mornin’ chose Reactiv for its:

• Low costs and easy onboarding
• Seamless app integrations for subscriptions, reviews, and email/SMS marketing
• Mobile-first experience tailored to loyal customers 

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“Reactiv made it super easy to onboard and build an app that’s very appealing to our audience. Anything that can make our shopper’s life easier makes my life easier.”
—Kenzie McAndrew,
Head of Marketing, Top of the Mornin’

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The approach: Building a brand community one push notification at a time

One of the top Reactiv features that Top of the Mornin’ leverages is push notifications. But not in the way most brands do. 

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They use push notifications primarily for brand-building rather than direct conversions. 

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The team will often send fun and uplifting messages like “Have a great day!” to engage their app users. “We love using push notifications for fun messages, not just sales,” Kenzie tells us. 

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While these campaigns aren’t designed to increase conversions, they support the long-term goal of building brand loyalty. Keeping the brand top-of-mind through serotonin-fuelled push notifications increases the likelihood of repeat purchases from engaged customers. 

"It excites me every time I browse our orders and see someone purchase from the Reactiv app," Kenzie says. 

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Top of the Mornin’ is seeing promising results with this communication style through higher brand affinity and repeat engagement from its app users. They expect push notifications to play a role in driving incremental sales over time as part of a holistic approach. 

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“It's nice to tap into our loyal audience and get messages to them without having to pay a crazy high cost for it.”
—Kenzie McAndrew,
Head of Marketing, Top of the Mornin’

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The results: Mobile-powered AOV growth even after peak shopping seasons

Top of the Mornin’ may have launched its mobile app with community-building in mind, but it's paying off financially too. 

The team launched the app in November—also known as one of the busiest ecommerce shopping seasons of the year with Black Friday and Cyber Monday. 

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Each month after launching, Top of the Mornin’ saw its AOV climb higher. In just three months, AOV increased by more than 17%. 

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That growth is impressive any time of year.

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It’s even more impressive considering AOV reached a high in January, a traditionally slower shopping period.

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"We expect AOV to be higher in peak season because of all the holiday shopping, but we’re seeing the opposite—the app is driving even higher AOV now."
—Kenzie McAndrew,
Head of Marketing, Top of the Mornin’

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Why the app outperforms the website

Top of the Mornin’s AOV success is even more pronounced in the app compared to desktop sales. Aside from larger basket sizes, the app drives more than 2x the conversions than the website. 

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"We see heavier carts come through the app. That’s because it’s easy to navigate, and I think that helps people explore more without feeling overwhelmed."
—Kenzie McAndrew
Head of Marketing, Top of the Mornin’

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There are a few key reasons the app performs better. 

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1. The app has better navigation and UX.

It makes it easier for customers to browse and shop without feeling overwhelmed. 

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Top of the Mornin’ has an extensive product range of coffees, cocoas, teas, and accessories, so making products more discoverable leads to larger baskets and fewer abandoned carts.   

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2. Loyal customers tend to shop more in the app. 

App users tend to be repeat customers who are excited to have another channel to interact with the brand. These loyal customers have higher AOVs, contributing to the app’s early success. 

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3. A more seamless in-app checkout experience.

By using Reactiv’s mobile-first features like In-App Offers, Top of the Mornin’ can offer exclusive in-app promotions that auto-apply at checkout. This reduces friction and makes it easy for a customer to complete a purchase. 

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As Kenzie explains, “From a customer perspective, it’s nice that they don’t have to insert the discount code. They can just push a button, and it’s automatically waiting for them in their cart.” 

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4. Subscriptions are natively integrated into the app. 

Top of the Mornin’ relies on subscriptions as a key part of its business model. Reactiv made it easy to offer subscription purchase options on each product page. 

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For example, if a shopper is browsing the Frosted Cookie Flavored Coffee page, they can choose between a one-time purchase or a subscription. If they choose the subscription option, they see a drop-down letting them customize the order quantity and frequency. 

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Making subscriptions this seamless is a great way to drive up purchase frequency, repeat purchase rate, and customer loyalty. 

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Klaviyo and Reactiv: The perfect blend for higher app adoption

To drive its mobile success to the next level, Top of the Mornin’ wanted to drive more adoption. That’s where the Klaviyo and Reactiv integration made perfect sense. 

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Klaviyo email campaigns have been a major driver of app downloads, with one holiday campaign being a total standout. 

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Top of the Mornin’ ran an on-brand “Sunny Claus” Christmas Eve campaign. "We ran a Klaviyo campaign for a 50% off app-only discount on Christmas Eve,” Kenzie explains. “It turned out to be one of our biggest sales days of the month."

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Using Reactiv’s in-app discount feature made it super easy for customers to take advantage of this deal. All they had to do was tap a link in the email and the discount was automatically applied to their cart in the app. 

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The results? 

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Higher redemption rates and frictionless checkout. 

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Despite sending this campaign on a historically slow shopping day, Top of the Mornin’ saw a significant number of app downloads and had one of the brand’s strongest sales days in December. 

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What made this campaign unique?

Apart from the send date, the Sonny Claus campaign stood out because of Top of the Mornin’s targeting strategy. 

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The team sent the message to a large, general email list instead of segmenting it to their VIP customers. Any customer on their subscriber list who was not already using the app received the message. 

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This proved to Top of the Mornin’ that broad, app-only discounts can drive significant conversions. 

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The success of this campaign inspired their future Klaviyo strategy involving: 

• More app-exclusive promotions, early access drops, and personalized replenishment reminders
• Incorporating app CTAs in all email flows
• Testing segmented, personalized messaging for deeper engagement

With access to email, SMS, and apps from the same mobile device, pairing Klaviyo and Reactiv just makes sense. 

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The road ahead: An even stronger mobile commerce experience

Building off its early mobile success, Top of the Mornin’ is excited to add even more value for its app users. 

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The team plans to:

• Offer more app-exclusive deals to drive downloads and engagement 
• Experiment with new push notification strategies for higher conversions
• Refine Klaviyo campaigns to grow mobile commerce
• Test Reactiv Clips to promote new sales and products to more customers—without downloading the app. 

Ready to redefine mobile commerce for your brand? Talk to our team to build an app that engages your customers and drives conversions. 

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