Who is the client and why did they come to us?
Tailorbakes delivers a moment of true family love. TailorBake’ stems from a brothers sweet tooth indulgence and a little sisters ambition to explore the art of baking. This leading travel planningBakery brand is one of the top-rated bakery companies in Bolton, to create a seamless website experience for their loyal customers.
Tailorbakes team needed an agency to improve the overall affiliate mix of their website in the UK, with the aim to ensure they have a good online and offline presence. Team REMDigital also needed to nurture the brand awareness to increase new customer acquisition and improve consumer lifetime value (LTV).
The Process | Our Strategy
So, what did we do?
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 program, tips and advice for promotion and more.
We spread our program 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.
Service We Provided
Results & Achievements
Team Silverbean developed HelloFresh’s affiliate programs in the UK, Germany, Austria and Switzerland from traditional, lower-funnel focused programs to mature, partnership-led channels. All now boast a diverse range of partnerships and huge new customer acquisition growth.
We established long-term, upper-funnel partnerships with premium media partners and continue to broaden our reach to encompass new partners and tap into new audiences. For the UK, we achieved 22% above target for upper funnel contribution, and drove content contribution for the program to 15%. For the Swiss program, our work drove content contribution to 20%.
We also worked strategically with lower-funnel partners and focused on diversifying the traffic sources coming through the program. These combined efforts drove an average 1200% increase in new customer leads per month over four territories.