The campaign for sustainability is set to play a major role within 2023 brand strategy. As many as 34% of shoppers claim that they have actively chosen to purchase from sustainable brands, with 28% choosing to boycott retailers failing to meet expectations.
Consumers are actively reviewing purchases holistically, from production and supply chain, to transport and packaging. Subsequently, retailers are increasingly being reviewed on sustainability values alongside quality and price. The partner marketing channel provides retailers with a controlled environment to activate new partnerships and performance strategies, without compromising brand values.
Online retailer, Myvegan offers a huge range of vegan protein powders, healthy snacks, superfoods and essential vitamins and minerals. As a champion of sustainable retail, Myvegan approached Awin to form a brand partnership that aligned with their brand values. Identifying a significant target audience match, Awin facilitated an introduction to Grubby, the UK’s first fully plant-based recipe kit provider. An advocate of British produce and suppliers, Grubby is an accredited B Corp, using 100% recyclable, compostable and UK-produced packaging.
Objectives
Myvegan and Grubby partnered together to achieve combined success, and created very aligned, yet simple, objectives for this campaign:
- Leverage each other’s audiences to increase brand awareness, acquire new customers and drive incremental sales.
- Enhance existing customer experience by providing complimentary value-added rewards from the partner brand.
Approach
Myvegan utilised gift with purchase (GWP) technology to offer customers value-added rewards at the order basket page. In partnership with Grubby, customers received 60% off their first Grubby food box, plus 30% off all other boxes in their first month. The GWP reward promotion was offered to all Myvegan customers for redemption. Once selected, the Grubby offer was added into the customer basket as a free gift. Post-purchase, Myvegan customers were encouraged to redeem their Grubby reward via email notification. This audience segment was then retargeted if they had yet to redeem their value-added promotional offer.
In addition, to celebrate World Vegan Day and the start of World Vegan Month, Myvegan promoted Grubby in a social giveaway on their Instagram account, offering one free Grubby recipe box to five winners. To enter, followers were encouraged to like the post, follow recommended accounts and tag friends in the comments section.
Reciprocating with their own exposure, Grubby added a Myvegan product packaging insert into all orders sent out throughout the brand partnership period. Grubby customers were offered 47% off (almost) everything at Myvegan by using an exclusive campaign code. Grubby customers were able to scan a QR code, with Awin tracking embedded, or insert the campaign code on the order confirmation page. By utilising Awin’s voucher attribution technology, Grubby were able to measure and monetise any redemptions from the insert.
The Results
Using Awin tracking to measure the reciprocal partnership, the campaign recorded impressive results:
- Myvegan referred 600+ customers to Grubby with a conversion rate of 4%.
- The social giveaway reached over 120,000 people with 1,500 engagements and 900 comments/entries.
- Grubby inserts drove 56 conversions for Myvegan using the campaign code.
Quotes
By partnering with Grubby on an acquisition campaign, we were able to leverage our shared brand synergies across customer demographic and sustainability and optimise our gift with purchase technology for an affinity audience. Offering incentives at post-purchase enables us to provide customers with value-added rewards and encourage returns to site, whilst tracking performance via Awin’s partner platform. We’re excited to continue our partnership with Grubby and to nurture our shared database.
Ryan Cummings, Head of Affiliates and Commercial Partnerships at Myvegan.
A brand partnerships activation with Myvegan was an optimal platform for us to drive incremental revenue growth and increase brand awareness to a wider, yet aligned, audience. By implementing the campaign during World Vegan Month, we were able to convey powerful, topical brand messaging, and the additional insertion of a Myvegan discount into our own food boxes provided added value to our existing customer base. We look forward to continuing our partnership in the future.
Leo Fisher, Head of Marketing at Grubby.
