Maximize ROAS with Gifting Campaigns: Secret Sales' Success Story on The Cirqle

Secret Sales, a premium off-price marketplace transforming the non-full-price sector, sought to maximize their influencer marketing efforts while minimizing costs. Already a user of The Cirqle’s influencer marketing platform for years, they were ready to explore new features to amplify their success. Secret Sales successfully leveraged The Cirqle’s new gifting compensation feature to scale their influencers' performance marketing cost-effectively. This innovative feature allows brands to compensate influencers with products instead of monetary payments, reducing overall campaign expenses.

16x

Overall ROAS

£0

Creator costs

Creators

Book Demo

The ability to compensate influencers with products not only kept our costs low but also resulted in authentic and engaging content. The Cirqle continues to transform our influencer marketing strategy, making it more efficient and impactful.

Alex Adamson

CMO at Secret Sales

Background

To optimize their influencer marketing strategy, Secret Sales leveraged The Cirqle's influencer marketing platform to execute a gifting-only campaign. This innovative approach marked a significant shift from their previous workflows, streamlining processes and enhancing efficiency. Previous Workflow Challenges Before utilizing the gifting-only campaign feature, Secret Sales faced several challenges: High Compensation Costs: Monetary payments to influencers were a substantial part of the budget, limiting the number of creators they could engage. Logistical Complexities: Coordinating product shipments to influencers involved considerable time and effort, often causing delays and complicating campaign timelines. Ad Fatigue: A limited pool of influencers led to repetitive content, reducing audience engagement over time.

Strategy

The Cirqle’s platform introduced a new strategy that addressed these challenges head-on: Voucher-Based Compensation: By providing influencers with a £150 voucher instead of monetary payments, Secret Sales effectively reduced creator compensation costs to zero. This approach eliminated the financial burden associated with traditional influencer payments. Elimination of Product Shipments: The voucher system removed the need for physical product shipments, significantly simplifying logistics. This saved time and resources, allowing for quicker campaign execution and reducing potential delays. Expanded Creator Roster: The cost savings from the voucher-based compensation allowed Secret Sales to onboard a greater number of influencers. This expansion mitigated ad fatigue by introducing fresh, diverse content from a broader selection of creators. Strategy Execution and Benefits Diverse Content Creation: With more influencers on board, Secret Sales benefited from a wide range of creative styles and perspectives, keeping the content dynamic and engaging for their audience. Wider Audience Reach: Partnering with a larger pool of creators expanded their reach to new and varied creator-based audiences, enhancing brand visibility and engagement. Cost and Time Efficiency: The streamlined process of voucher distribution and the elimination of product shipments resulted in significant cost and time savings, which could be reinvested into other marketing initiatives.

Results

To further enhance operations, Secret Sales implemented The Cirqle’s brand-new gifting-only campaign feature, marking a significant shift from their previous workflows. This innovative approach allowed them to: Reduce Costs with Voucher-Based Compensation: By providing creators with a £150 voucher instead of monetary payments, Secret Sales eliminated compensation costs and the logistical complexities of product shipments. This strategy not only reduced expenses but also saved valuable time, enabling quicker campaign execution. Expand Creator Roster: The cost savings from the voucher system allowed Secret Sales to increase the number of creators in their roster. Partnering with more influencers helped combat ad fatigue, as a broader selection of creators produced diverse content and reached a wider range of audiences. Exceptional Results Through The Cirqle’s influencer marketing platform, Secret Sales achieved remarkable results, including: Low Creator Cost: Partnered with 25 creators on a gifting-only basis, significantly cutting down on expenses. Abundant Content and Audiences: Each creator produced an Instagram Reel and Carousel, enriching Secret Sales’ content library. The Cirqle’s platform enabled the creation of unlimited creator-based lookalike audiences, expanding their reach to highly targeted potential customers. Unprecedented Performance: The overall Return on Ad Spend (ROAS) of the influencer campaign reached an impressive 16 in their home market, the UK. These figures were achieved through Partnership Ads targeted at creator-based lookalike audiences, demonstrating the potency of strategic creator marketing even on a low budget. Impact These outstanding results underscore the effectiveness of The Cirqle's gifting-only campaign feature. By leveraging this strategy, Secret Sales was able to maintain high content quality, reach a broader audience, and achieve exceptional ROAS, all while keeping costs low.