Leveraging Fluent’s UK audience championed subscription growth, while also lowering churn rates.
01
Background
Shavekit is a UK-based subscription service offering high-quality razors and flexible delivery options for men and women. Looking to expand its subscriber base, they needed an acquisition partner to help them reach and convert new audiences with no previous exposure to the brand.
02
Objective
Facing high CPAs (Cost Per Acquisition) and a lack of transparency across mainstream social channels, Shavekit sought a strategic partner to help grow its subscriber base and drive positive ROAS on a pay-for-performance basis.
03
Solution
Fluent leveraged its exclusive Offerwall inventory to educate consumers and generate genuine interest among trialists. To help Shavekit engage and acquire high-value customers, Fluent launched a series of placements on its Flash Rewards UK site – a mobile web experience within its proprietary digital media portfolio. By adjusting media composition and audience segmentation, Fluent helped Shavekit filter out lower converting traffic. Using first-party insights including postcodes, device type, age, and gender allowed Fluent to optimize creative and reach Shavekit’s ideal customers.
04
Results
Over the course of the campaign, Fluent outperformed Shavekit’s other acquisition partners, driving 5x ROAS and reducing CPAs by 76% versus a leading social media platform. With this quality traffic, Fluent succeeded in helping Shavekit reduce their zero-renewal churn rate, decreasing the number of customers who canceled or went into “past due” status before renewing by 60%.
