A traditional affiliate marketing programme relies heavily on lower-funnel activity, such as discount codes and cashback partners. This is great when it comes to turning interest into sales, but it’s not always an ideal way of getting in front of new eyes.
Brands are now using influencer marketing to raise awareness and generate brand advocacy. It’s all about working with the right influencers: those that operate on the same platforms as your customer. Instagram is often the first platform to come to mind when you think of influencers, but YouTube, Facebook, Linkedin and even Twitch.tv are also home to influencers with highly engaged audiences.
We’ve worked with retailers in a number of different industries to reach new audiences through the power of influencer marketing and content generation. When we started working with HelloFresh, the subscription meal-kit company was experiencing a lack of brand awareness, particularly in smaller regions. The market in the UK, Canada and Germany was becoming increasingly competitive, so we knew that time was of the essence for HelloFresh’s global takeover.
The recipe for success relied heavily on creative content campaigns and influencer outreach, while affiliate codes allowed us to track sales and understand where the activity was most effective.
HelloFresh saw fantastic results in just a short time. We supported a lifetime value increase of 300% and we even managed to significantly reduce the average publisher cost per acquisition (CPA). The brand is now a household name in 11 territories and has tripled subscription in the UK alone. For HelloFresh, it was all about working with the right people on the right platforms to create content their target audience will love.