How SimplyCook Uses BrandSwap for High-Quality Customer Acquisition
At BrandSwap, we’re passionate about delivering quality customers to advertisers by helping them showcase their products and services on some of the world’s biggest eCommerce sites.
One of our favourite success stories in recent months is leading recipe subscription service SimplyCook, which has found great success with a number of non-endemic partnerships on our platform.
Despite only launching in January 2024, just under 4% of SimplyCook’s partnership conversions now come via BrandSwap.
The customers acquired are also high quality, demonstrated by the proportion of trialists who turn into full subscribers being 8% higher than average when referred by our retailers.
Here’s a little bit more about how the partnership works.
The challenge
Thousands of customers have used SimplyCook’s hassle-free recipe boxes to put quality, affordable meals on the table. The brand’s acquisition recipe limits the risk for first-time subscribers by giving them a free trial of its service – usually valued at £9.99 – at the cost of £1 in postage.
SimplyCook uses brand partnerships to reach new audiences in places where they’re most likely to be considered. In a typical scenario, a retailer will highlight a free trial of its monthly subscription service once a customer has completed their purchase. Each time a customer redeems the trial, SimplyCook pays the retailer a commission.
With BrandSwap, SimplyCook wanted to drive its acquisition targets through the support of high-performing retail partners.
The solution
The first step was to find a suitable environment to give SimplyCook the best chance of success. Considering its service, BrandSwap presented the idea of using electrical retailers selling items that made use of ingredients within the recipe boxes.
Straightaway, the idea was well received by Vicki Christie, Head of Acquisitions at SimplyCook.
“Electrical is a sub-industry where customers are buying high-quality products that are essential to cooking. It’s a considered purchase, too. An appliance often requires some level of research, which lengthens the purchase journey and makes customers more likely to consider extra options to get the most from their selection.”
The retailers
SimplyCook partnered with big-name UK electrical retailers like Currys and Hughes to ensure its offer was available in places where customers were most likely to buy new kitchen appliances.
At Currys, the use of Smart Post-Checkout Rewards meant that after completing a purchase, customers would see the trial offer from SimplyCook along with instructions on how to redeem it.
At Hughes, Simply Cook added an extra tier of coverage by also targeting customers pre-purchase, giving them a free trial in exchange for making a purchase.
All rewards were showcased through native units that blended seamlessly into the rest of the retailers’ eCommerce experience.
For an easy setup, SimplyCook recruited and managed BrandSwap as a publisher via its affiliate network, Awin.
As a result, SimplyCook was able to issue payments to retailers and track results in the same place as its other partner activity.
All that was left was to see how the offer was received.
The results
SimplyCook uses BrandSwap and our retailers for acquisition, but there’s more to a good partner than volume.
“We look at the quality of customer as well as the volume our retailers are driving. Being able to partner up with major retailers like Currys and Hughes gives us the opportunity to bring the trial out to a big audience. However, we have to focus on the amount of these that convert into SimplyCook subscribers to truly determine whether it’s a good fit.”
BrandSwap has exceeded SimplyCook’s expectations with the following results:
- Launching a test campaign that generated over 1,000 trials on a target of 50.
- Within four months, driving nearly 4% of SimplyCook’s partnership conversions.
- Delivering trialists that were +8% more likely to convert into subscribers.
“BrandSwap has been a great partner this year. We launched in January and so far it's been a huge success and overachieved on our initial acquisition plans. The results show that BrandSwap has great audiences which we hope to build on as the year progresses.
The team at BrandSwap is always very responsive to our communications and has been quick to deliver on suitable partners.”
Whether you’re looking for ways to attract new audiences to your brand like SimplyCook, or want to embrace brand partnerships to drive revenue like Currys and Hughes, we’d love to help.
Contact hello@brandswap.com to get started.
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