HelloFresh

The client

HelloFresh are a subscription model recipe box service, with a strong presence in the UK. They sought to increase brand awareness in the UK market and attract new customers to their site.

February 2018 was HelloFresh’s first February with a live affiliate programme and outreach channel, both of which Silverbean manage. Following a traditionally busy January, HelloFresh wanted to keep the momentum going by sparking interest in the brand around Valentine’s Day, with a focus on encouraging people to cook a meal with their loved one.

Our objectives

Silverbean was tasked with ensuring that the Valentine’s Day message was promoted to create brand awareness and ultimately drive new customers to the HelloFresh website, using the affiliate channel and our outreach team to create organic growth.

Our approach

Strategic

  • Create content around Valentine’s Day food inspiration and encourage publishers, influencers and websites to get involved and link back to the HelloFresh website
  • Use the affiliate channel to book tenancy campaigns with key publishers to get the brand a higher reach and increase conversion

Tactical

  • An infographic was created by Silverbean, detailing the results of a HelloFresh survey into the UK’s favourite dishes to get them in the mood for romance. This was distributed to key partners along with catchy headlines to grab the attention of editors and bloggers
  • Influencers were gifted HelloFresh boxes and encouraged to enjoy the meal with their partner and post online about their experience
  • Affiliate exposures were booked with Quidco, iVoucher, Topcashback, VoucherCodes.co.uk, and Reward Gateway within February, and voucher codes and CPA increases assigned
  • Publishers were encouraged to promote the added value offer of a free night away for two people when signing up as a new customer

The results

  • 115 backlinks secured by Silverbean to the target landing page in February from both regional and national UK websites
  • 76.1 million total online coverage of combined readership achieved, as well as additional print coverage
  • The affiliate channel drove almost 20,000 visits to the website and converted 1,125 new customers for HelloFresh in February 2018

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