To improve the overall affiliate mix, leveraging our strong publisher relationships was essential. We built and nurtured good relationships from the outset: every new publisher received a welcome pack giving them an overview of the brand, insight into the programme, tips and advice for promotion and more.
We spread our programme management budget strategically across the mix of affiliate types, which ensured HelloFresh is visible at various touchpoints along the consumer journey. The largest portion of the budget we reserved for strong ROI exposures, and we kept back 15% for test-and-learn exposures as well as brand awareness, upper-funnel content pieces.
Online and offline
The team used several different strategies to increase new customer levels in conjunction with new affiliate partners. We tapped into online to offline partnerships, working with premium content publisher, Grazia, on a campaign that included both digital and print, including online advertorial, a competition mechanic, social amplification, an exclusive discount code and a display page in a fitness special print edition.
Paid social and display tactics
Another campaign combined content, paid social and targeted display ads, ensuring visibility across all touchpoints. Upon revisiting the publisher’s website, the consumer was served a banner with an incentivising offer, encouraging them to subscribe to receive HelloFresh boxes. This resulted in a 14% conversion rate.
We also used tactical partnerships, for example with a banking app which had a relevant demographic. There, we trialled a rare offer available for both new and existing customers, with an added cashback incentive for new customers to encourage the core acquisition element. This became a top 3 performer for the two-month period we ran this offer and our efforts at balancing acquisition vs retention worked with only 39% redemption from existing customers.
Seasonal gift cards
We implemented added value incentives, introducing gift cards to improve loyalty and customer acquisition, and changed the gift card brand depending on the consumer moment we were tapping into, for example a floral gift card for Mother’s Day campaigns.