N.PEAL: Protecting prestige

How team Silverbean put N.Peal in front of thousands of new customers while protecting brand image

For those with only 30 seconds, this is what we achieved

Over the course of a short festive campaign, we delivered:

  • Over 13,000 site visits
  • 25 tracked sales
  • An AOV of £289

Who is the client and why did they come to us?

Client: N.Peal

Industry: Luxury fashion 

Territory: UK

Target customers: Women with disposable income

N.Peal is a luxury knitwear and accessories retailer, specialising in products made from the finest quality Mongolian cashmere. Due to the prestigious nature of the retailer, it’s important to protect the brand reputation throughout any marketing campaign, especially those in the affiliate realm.

The festive period is one of the most profitable times of the year for retail brands, and the N.Peal team needed to capitalise on this by making the most of their affiliate channel. In recent years, the rise of content publishers has allowed luxury retailers such as N.Peal to take advantage of a new wave of affiliate opportunities without relying too heavily on discounting.

We’ve worked closely with N.Peal since 2014, supporting the brand across a multitude of digital channels both in the UK and US markets. As such, we were the obvious choice to support with the brand’s festive campaign, leveraging the affiliate channel to deliver amazing results without risking the brand’s luxury image!

So, what did we do?

For N.Peal, the biggest concern has always been brand protection. Working with influencers meant careful consideration when it came to the brand’s reputation, making sure we were reaching the widest audience possible while maintaining the retailer’s prestige. We approached the campaign with three key goals:

  • Deliver a strong return on investment
  • Increase awareness for the brand and visits to the site
  • Reach new audiences globally

To start, we identified and approached relevant influencers. Our aim was to gain coverage across a number of media platforms, including YouTube and Instagram. This activity would funnel users into website visits and, ultimately, lead to sales. However, we did not have an additional budget for this campaign to support paid placements with influencers – instead, we aimed to gain the target exposure on our gifting activity alone.

Here’s how we helped influencers keep warm in the winter, all while boosting brand awareness and sales for N.Peal:

Stocking fillers

We opted to focus on a classic item from the brand’s collection: a luxury cashmere scarf, when planning the gifting campaign for N.Peal. The best-selling product remains on site at all times of the year, meaning that any content produced off the back of the campaign will remain relevant for years to come. We combined this with pieces from the winter womenswear collection for two long-term supporters of the brand.

A touch of luxury

N.Peal delivered each order to a customer complete in a beautiful N.Peal gift box, with a handwritten note from the team who picked, packed and tied the satin bow. This personalised approach was a testament to the brand’s ethos and a distinctive USP we should celebrate with the campaign. 

In selecting the influencers to gift for the campaign, Silverbean leveraged existing relationships with key influencers. We kept a focus on those influencers we could comfortably select a colour and style for, as we were highly familiar with their tastes and content. This was combined with key trend-led pieces from the mainline collection for two influencers who had been fans of the brand for a number of years.

To further emphasise the luxury approach of the brand, each scarf was monogrammed with the influencer’s initials. This included an influencer who was getting married the following month. The gift sent to her included her forthcoming married initials and a note congratulating her and her future husband on their big day for that personal touch.

What outcomes were achieved?

We harnessed the power of our strong relationships with these selected influencers to take N.Peal’s brand to thousands of new eyes. The campaign resulted in over 13,000 site visits, 25 tracked sales and an average order value of £289. Through this carefully curated gifting campaign, we achieved amazing results through the affiliate channel, without devaluing the brand’s luxury image.

What did our team have to say?

“With many of our clients being luxury brands, we take brand protection very seriously. It was so important to consider how we could maximise N. Peal’s budget and how consumers would perceive the brand when building the campaign. Taking the high-end, personalised approach when gifting hand-selected influencers really fed into the prestige feel while still leveraging the benefits of the affiliate channel.”

Dan Hull, Senior Affiliate & Influencer Manager

If you are inspired by this case study and are not sure you are getting the most from your current affiliate programme, book your free affiliate programme audit today.

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