Commission Factory and My Muscle Chef received at The Drum Awards for Digital Advertising APAC 2022 within the Most Effective Use of Affiliate Marketing for its My Muscle Chef and Commission Factory Win Big While Breaking the Deep Deals Paradigm. Here, we discover out extra about what went into this profitable marketing campaign.
Sydney-based influencers @eatingupwiththehannshians evaluation My Muscle Chef
My Muscle Chef is a number one Australian meal supply service that gives premium, high-protein meals to gas lively and busy life. But with the meal supply service being extremely aggressive, My Muscle Chef wished to drive progress with out counting on meaty promotions, like their counterparts.
The temporaryMy Muscle Chef turned to Commission Factory to dramatically increase its enterprise. Together, they wished to drive consciousness and gross sales to a broader viewers who care about well being and vitamin and never simply the ’hard-core’ well being lovers. However, most meal supply manufacturers depend on deep reductions to drive gross sales, however that’s not how My Muscle Chef wished to do issues. The mixed My Muscle Chef and Commission Factory staff wanted a partnership technique and go-to-market plan that would increase their attain with out falling into the deal entice.Their aims centered on high quality, model message and model differentiation to succeed in new buyer segments and to achieve cost-effect, full-price conversions.
The conceptMy Muscle Chef and Commission Factory collaborated carefully to outline a program that may convey the model to life in compelling methods. They mixed confirmed affiliate ways and data-driven optimization with modern and inventive partnership and merchandising concepts. Here are some highlights of their groundbreaking effort.The united staff wished to develop a model, not the CFO’s ulcer. So they held introductory classes, assembly with publishers to construct distinctive, high-touch relationships and to clarify their model, their objectives and the way they deliberate to drive gross sales with out mega reductions. This method helped talk the significance of their initiative and the way they’d succeed whereas breaking the foundations.They additionally constructed on compelling influencer partnerships to assist unfold consciousness. Particularly with those that didn’t depend on reductions to encourage their followers, entice quite a lot of audiences with wholesome life, and painting life that may current My Muscle Chef as an incredible addition to a wholesome and fast-paced life. Their program with Sydney-based Hanna sisters, @eatingupwiththehannshians, attracted huge audiences and prolonged their fairness in an aspirational context.Savvy cashback and loyalty relationships had been additionally an enormous acquire. They leveraged Commission Factory’s deep relationships with high cashback publishers to outline new success ways for the sector. Instead of utilizing promotional ‘occasions’, they collaborated to outline approaches that drove substantial site visitors with out the deep offers. Together they outlined a variable cashback mannequin that communicated worth rooted in higher merchandise.
The outcomesTogether, the My Muscle Chef and Commission Factory drove greater than $9m in gross sales to 65,000 new prospects and did it with out counting on bottomless offers and promotions.Their most gratifying outcome was smashing progress targets whereas remaining true to their premium model essence. They broke the deep-discount paradigm that has sapped competitor earnings and attracted a quality-oriented buyer base exhibiting larger loyalty and decrease churn charges than the reported charges for opponents.My MuscleChef and Commission Factory succeeded with an associates program centered on the model, not the deal.This marketing campaign was a winner at The Drum Awards for Marketing 2022. You can see all of the winners right here. The Drum Awards for Marketing are at present open for entry. Find out how one can enter now.
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