Blanket commission strategies were common, so we conducted a thorough analysis to understand the value Modibodi’s publishers were driving during these CPA increases.
Based on this, we developed a tiered commission structure to reduce percentages paid and create flex within the margin, enabling commissions to be used strategically to drive demand.
Coupon strategy & AOV
The existing coupon strategy was in disarray. The market was flooded, with discounts up to 20% commonly awarded.
To counter this, we gradually expired existing codes and created a process to manage release of future codes. We then worked with Modibodi and their development agency on enhanced platform functionality to enable target spend thresholds to be set on discounts, which allowed us to leverage coupons to incentivise higher AOVs.
Publisher optimisation & recruitment
We focused our recruitment efforts on immediately plugging gaps in existing coverage. The team identified a big gap within loyalty partners, including Qantas, who are the largest in Australia. We also recruited female-focused loyalty groups, such as Super Rewards, in line with the brand’s target audience – women of all ages and women seeking to live more ethically.
Qantas is now one of the largest partners on the programme, and revenue from loyalty partners increased 1710% over 9 months.
We identified three main categories for top-performing content partners and focused on these to build out the upper-funnel, tailoring communications for each type.
As a small team in a rapidly-expanding business, the Modibodi marketing division was extremely time-poor. We pivoted our processes to reduce workload for the client and improve campaign efficiencies.
We also worked closely with Modibodi’s PR agency on upcoming campaigns, releases, and identifying unique opportunities to bring partnerships and PR together.
For example, for Global Menstrual Hygiene Day, Modibodi organised a webinar; the PR team focused on messaging and we focused on amplification. We created tailored incentives for partners including 1 Million Women (revenue increase 46%), Small Footprints Big Adventures (revenue increase 263%) and Menstrual Cup Reviews (revenue increase 182%).
We worked with several other external partners, including Modibodi’s media agency and development agency. By collaborating with Modibodi’s partners, we streamlined processes, reduced client workload and are able to react quickly and drive stronger outcomes together.