CASE STUDIES
Butternut Box
Butternut Box

Butternut Box’s Marketing Triumph: Leveraging Partnership Ads for Stellar -16% CPA and +53% Conversion Gains

Butternut Box, established in 2016, is a UK-based custom dog food subscription service. Utilising human-quality meat and vegetables, the company crafts simple, tasty, and balanced meals, gently cooked to preserve essential vitamins and minerals. Designed for dogs of all ages, these personalised meals are delivered directly to customers' doors. Butternut Box is committed to revolutionising dog food by delivering meals that are as delicious as they are nutritious, ensuring pets live happier, healthier lives.
-16%
lower CPA
+53%
increase of conversion
-34%
lower cost of add-to-cart
Butternut Box’s Marketing Triumph: Leveraging Partnership Ads for Stellar -16% CPA and +53% Conversion Gains
CLIENT
Butternut Box
Location
London, United Kingdom
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Background

After successfully piloting in the Dutch market, Butternut Box, the UK-based bespoke dog food subscription service, set out to experiment with creator marketing in their home market. The company tested partnership ads through The Cirqle's software with influencers and content creators to assess their impact on marketing strategies. The main objective was to enhance the efficiency of their paid social marketing campaigns and improve the Cost per Acquisition (CPA). This initiative aimed to explore how authentic, influencer-led content could boost brand awareness, engage potential customers, and ultimately, decrease the cost of new customer acquisition.

-16%
lower CPA
+53%
increase of conversion
-34%
lower cost of add-to-cart
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Strategy

Butternut Box successfully utilised The Cirqle's software to collaborate with local creators, producing Instagram Reels and in-feed posts. These videos introduced the brand and explained the benefits of a fresh, varied diet for dogs. The campaign emphasized that over 74% of owners observed improved dog health since using Butternut Box, attributing this to high-quality ingredients and their unique cooking method. In preparation, Butternut Box ran a split test between regular paid social ads and a mix of those with partnership ads, optimising for the lowest Cost per Acquisition (CPA), thereby streamlining their marketing strategy while maximising reach and efficiency.

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Results

The Butternut Box campaign delivered stellar results that exceeded expectations. By astutely blending regular and partnership ads, the brand was able to decrease CPA by an impressive 16% in their well-established UK home market. More so, this strategy led to a phenomenal 53% uplift in conversions. Notably, the partnership ads alone powered a 23% reduction in CPA, signifying their standalone effectiveness. Furthermore, the marked surge in add-to-cart actions clearly underpinned the successful influence of creators and their generated content, illustrating the untapped potential of partnership ads as a transformative growth channel for advertisers. These results not only echo the strategic power of influencer marketing but also highlight its capability to reshape advertising paradigms, bringing remarkable efficiency and unprecedented growth. This victory has set a benchmark for Butternut Box, showcasing a promising trajectory for future marketing endeavours.

Butternut Box’s Marketing Triumph: Leveraging Partnership Ads for Stellar -16% CPA and +53% Conversion GainsButternut Box’s Marketing Triumph: Leveraging Partnership Ads for Stellar -16% CPA and +53% Conversion Gains

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“Adding Influencer Marketing through The Cirqle into our media mix enabled us to achieve significantly better results compared to our business-as-usual campaigns, and decrease the overall cost of media (CPA) while increasing RoAS.”
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Alex Adamson
SVP of Digital Marketing
“Creator led marketing strategies are key for advertisers that want to avoid fatigue and drive performance from their campaigns. The Cirqle is instrumental for us in driving these initiatives.”
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Marc Judlin
Monetization Partnerships
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Cal Salvaggio
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Jaimee Hulsmeyer
Social Media and Influencer Manager
“The Cirqle's platform demonstrated its potential in terms of saving time, reducing costs, and facilitating the scaling of Partnership Ads.”
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Liam McGurl
Social Media Manager
“Adding Influencer Marketing through The Cirqle into our media mix enabled us to achieve significantly better results compared to our business-as-usual campaigns, and decrease the overall cost of media (CPA) while increasing RoAS.”
Alex Adamson Profile Image
Alex Adamson
SVP of Digital Marketing
“At LOOKFANTASTIC, we see the creator space as a huge opportunity within our paid marketing campaigns and are delighted to have driven such strong results through our continuous work with The Cirqle.”
Cal Salvaggio Profile Image
Cal Salvaggio
Global Head of Paid Media – Beauty
“At LOOKFANTASTIC, we see the creator space as a huge opportunity within our paid marketing campaigns and are delighted to have driven such strong results through our continuous work with The Cirqle.”
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Cal Salvaggio
Global Head of Paid Media – Beauty
We are very satisfied with how The Cirqle helps streamline and scale the process of running influencer marketing and the deployment of Paid Partnership ads.
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Paulina Nordgren
Marketing Executive
“Extremely fast delivery of high-quality campaigns across our key markets with a steady stream of successful campaigns resulted in a year-long commitment.”
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Alex Garcia
Sr Analyst/Strategist
“We are very satisfied with how The Cirqle helps streamline the process of running partnership ads.”
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Paulina Nordgren
Marketing Executive
"Quickly adding and scaling Influencer backed Paid Partnership ads in our marketing mix was extremely easy with The Cirqle. We were able to scale spend and decrease our CPA in the 1st month by an incredibly 20%. We’re excited to keep the momentum going!"
Luke Raben
Growth Manager
“Extremely fast delivery of high-quality campaigns across our key markets with a steady stream of successful campaigns resulted in a year-long commitment.”
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Alex Garcia
Sr Analyst/Strategist - Social Media
“The Cirqle helped us to quickly scale up our Paid Partnerships campaigns with almost no effort. We were able to expand our asset library with just a few clicks and drive up ROAS during peak moments.”
Arlette Coenradi
Digital Marketeer at Stoov
“The Cirqle offered a turnkey influencer strategy that allowed us to successfully execute our first-ever Affordable Care Act (ACA) Open Enrollment awareness campaign.”
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Sarah Abboud
Director of Communications
We are very satisfied with how The Cirqle helps streamline and scale the process of running influencer marketing and the deployment of Paid Partnership ads.
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Paulina Nordgren
Marketing Executive
“The Cirqle's focus on influencer performance is unique in the market and enabled Routinely to drive outsized returns in comparison to our own performance on social.”
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Damien Poelhekke
CEO
“Extremely fast delivery of high-quality campaigns across our key markets with a steady stream of successful campaigns resulted in a year-long commitment.”
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Alex Garcia
Sr Analyst/Strategist

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