GLOSSYBOX is a popular beauty subscription box, delivering five beauty products directly to customers’ doorsteps every month. A team of 300+ beauty specialists work to source each month’s lineup via their relationships with more than 100 brands ranging from premium through to niche and boutique. With each box worth at least £50, subscribers can discover new favourites without breaking the bank.
Pooch & Mutt was founded in 2007 when Guy Blaskey used a natural joint supplement originally meant for horses to treat his family dog’s hip dysplasia. The product worked so well that Guy decided to reformulate it specifically for dogs and bring it to the market. Working with top nutritionists, the Pooch & Mutt range includes supplements and nutraceuticals and removes the filler ingredients found in mass-produced pet food.
The problem
The cost-of-living crisis is impacting brand loyalty, with one in five customers opting for more affordable brands compared to their favourites. Despite their substantial and committed customer base, GLOSSYBOX were also feeling the effects of this shift in shopping habits.
GLOSSYBOX sought to find ways to enhance the value they offer to customers by using their large number of active subscribers alongside first-party data and marketing real-estate to generate new revenue streams.
They decided to form a partnership with another brand whose customer demographics aligned with their own, utilising a retail media strategy that would enhance the value GLOSSYBOX offered to their subscribers and provide the partner with a new audience of engaged shoppers.
The solution
Through analysis of subscriber data, supported by digital intelligence from SimilarWeb, Pooch & Mutt were identified as a potential partner. Both sets of customers shared similar values and interests, ensuring strong brand fit. Commitment to sustainability and a love for pets ranked particularly highly – the rate of pet ownership amongst GLOSSYBOX’s subscriber base was double the national average of 34%.
The initial collaboration took place during Q4, coinciding with the launch of Pooch & Mutt's Christmas range. By tapping into similarly-minded customers alongside the reach from GLOSSYBOX’s retail media network, Pooch & Mutt successfully brought awareness of their newly launched product range to a wider audience. This campaign was also strategically aligned with Pooch & Mutt's own marketing activities, including influencer pushes and paid social advertising, resulting in a true multi-channel launch.
GLOSSYBOX subscribers were presented with an always-on 40% discount for Pooch & Mutt within the GLOSSY reward lounge, an exclusively curated portal of member offers. This was complemented by an accompanying email campaign which featured a dedicated solus email to the GLOSSYBOX’s 430k full subscriber base, as well as regular inclusions in GLOSSYBOX's popular weekly brand newsletter.
The results
The GLOSSYBOX and Pooch & Mutt brand partnership campaign achieved remarkable success, delivering substantial value to GLOSSYBOX subscribers. Key highlights include:
- Generating over £15,000 from media fees and commission-based payments for GLOSSYBOX.
- 608 GLOSSYBOX subscribers made purchases with Pooch & Mutt, out of which 57% were newly acquired customers. 16% of these new customers continued to actively shop with Pooch & Mutt.
- Pooch & Mutt gained significant share of voice against competitors with their market share in Awin’s pet sector averaging 37%.
- GLOSSYBOX’s newsletter achieved a 31% open rate with a 1.2% click-through rate. Additionally, the campaign had an unsubscribe rate of just 0.05%.
