01
Background
With the meal kit subscription market skyrocketing in the past few years, a UK-based recipe kit provider sets itself apart with an emphasis on high-quality, flavorful meals that remain affordable.
In the hopes of growing market share, the company met with Fluent to discuss ways to boost its customer acquisition strategy in the UK and improve ROAS through better targeting and customer retention.
02
Objective
The brand’s primary objective was centered around growth and new subscribers. Secondary to growth, the client also targeted a 6-week retention period for new subscribers.
03
Solution
Fluent utilized its Rewarded Inventory Solution as a powerful channel to add to their client’s customer acquisition strategy. Spanning over a half-dozen owned properties, this expanded reach quickly enabled the client to get in front of millions of highly-engaged, UK-based users who were eager to discover and subscribe to the brand’s subscription offering.
By leveraging first-party data collected across Fluent’s owned and operated digital portfolio, achieving reach and performance was almost immediate. These in-depth insights also allowed the client to target a more relevant audience, positively contributing to the retention rate.
The client was able to sustain high campaign performance by accessing a range of other Fluent solutions, including direct media buying that supplemented their social media efforts without having to add to the list of third-party partners.
Lastly, the client incorporated creative testing in their rewarded inventory strategy, experimenting with a different landing page and price points to optimize and validate new approaches.
04
Results
Since working directly with Fluent, sign up volume has soared by 32% compared to working with an agency, delivering 73,500+ trial starts with an average CVR of 29.23%. Additionally, they were able to achieve a 40% 6-week retention rate with their Rewarded Inventory campaign. To further improve their strategy and continue to surpass their goals, the client is also set to explore adflow, Fluent’s post-transaction advertising solution.
