Award-winning campaign: 100,000+ influencer-driven sales, 30% increase in AOV
Shop Premium Outlets, a leader in high-quality retail, became a Mavely brand partner in early 2023, enabling Mavely’s community of Everyday Influencers® to find and promote the retailer’s new online shopping site organically to earn commission on affiliate sales.
The retailer deepened its partnership with Mavely with a paid program that earned Mavely and Shop Premium Outlets the Rakuten Advertising 2024 Golden Link Award for Best Influencer Marketing Strategy.
“The collaboration allowed us to tap into new markets and build trust with consumers through relatable and inspiring voices. This synergy not only boosted our sales but also enhanced our brand’s visibility and reputation.”
— Melissa Salas, Director of Marketing: Partnerships & Campaigns, Shop Premium Outlets
Key Objectives
- Drive significant sales and orders through targeted influencer marketing.
- Increase brand visibility in the crowded digital market.
- Engage with new customer segments, particularly those who are active on social media.
Strategy and Execution
Influencers use the Mavely platform to connect with more than 1,250+ of the world’s most loved brands, where they create shoppable SmartLinks that track clicks and conversions to earn commission on sales. As one of Mavely’s brand partners, Shop Premium Outlets saw sales from influencers who organically found and shared links to the brand on Mavely.
Shop Premium Outlets wanted to increase their visibility and impact with Mavely’s sales-converting creators, so they deepened their partnership with Mavely through several initiatives in addition to organic influencer outreach.
Mavely worked with Shop Premium Outlets to generate more engagement with influencers, drive new audiences to their website, and increase sales through several tactics:
Dynamic Commission Adjustments – To further incentivize influencers and create urgency, Shop Premium Outlets dynamically increased the commission rate that creators received when promoting their brands and products. These limited commission spikes created buzz that drove creators to share more links to the retailer, generating more revenue for Shop Premium Outlets, as well as capturing net new creators to link to the site.
Priority Marketing Placements – Beyond organic discovery in the Mavely platform, additional marketing placements get brands front and center for Mavely’s growing network of influencers. Priority app placement, push notifications, and email newsletters helped the brand engage more Mavely influencers.
Spanish-speaking Influencers – Targeted campaigns reaching over 1 million Hispanic consumers, enhancing community engagement.
Results and ROI
During the span of the campaign, Mavely drove a significant increase in Shop Premium Outlets reach and revenue.
Sales and Orders Driven by Mavely Influencers
- 100,000+ orders in 2023
- 500%+ increase in influencer-driven GMV in a single quarter
- 500%+ increase in influencer-driven orders in a single quarter
- 30% increase in AOV in a single quarter
- 900%+ increase in both GMV and orders during increased commission rate period
Influencer Engagement
- 500 influencers actively linking in the first 45 days of the enhanced engagement
- 2,500 influencers consistently promoting Shop Premium Outlets throughout 2023
Audience Reach
- 39,000+ affiliate marketing links created
- 3,350,000+ clicks to Shop Premium Outlets’ ecommerce website
- 1 million+ Hispanic consumers, a target demographic for the retailer
Summary
By leveraging Mavely’s influencer network and strategic marketing tactics, Shop Premium Outlets achieved significant brand awareness, audience engagement, and sales growth. This successful partnership not only set a precedent for future collaborations but also earned the Rakuten Marketing’s 2024 Golden Link Award for Best Influencer Marketing Strategy.
“The partnership between Shop Premium Outlets and Mavely was incredibly successful due to our aligned goals and complementary strengths. Mavely brought unparalleled reach and authentic connections with diverse audiences. Their influencers provided genuine endorsements and creative content that resonated deeply with their followers, driving significant traffic and engagement to our brand.”
— Melissa Salas, Director of Marketing: Partnerships & Campaigns, Shop Premium Outlets
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