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How Mint Velvet saved £50,000 on Influencer fees
Scaling authentic content creation and organic growth for an industry leader in an competitive market
Sîan Louise-Pilkington, Social Media Manager, Mint Velvet
Mint Velvet's Objectives
Fashion retailer and founder of #RelaxedGlamour, Mint Velvet, operates in an increasingly competitive D2C space. The company was looking for ways to grow through its own customer fan base, rather than relying on expensive advertising and traditional influencer strategies to fuel growth.
Mint Velvet needed help turning its own customer base into a sales channel capable of scaling reach. They knew that encouraging customers to promote the brand to their own networks would allow for an increase in growth and a decrease in cost.
Knowing that customers were looking for authentic content, Mint Velvet needed a way to incentivise their customers to create and share User Generated Content (UGC) on behalf of the brand, as well as affiliate links with their own networks.
Specifically, Mint Velvet needed to: Reduce spend on advertising and traditional influencer strategies, reduce spend on content creation and drive cost efficiencies, and increase production of UGC and affiliate link sharing.
The MV Collective
Duel designed and built an advocacy program, the #MVCollective, to engage Mint Velvet’s most socially active and influential customers (their advocates) and incentivise them to create and share content on behalf of the brand with their own followers.
What the MV Collective includes:
A tiered, gamified program to incentivize brand advocates with rewards and perks as they level up (incl. product gifting, commission and more)
Social tracking on content produced within the program through an API linked to their advocate’s social platforms (such as Instagram & TikTok)
A UGC gallery built into the Mint Velvet website, updated monthly with new content submitted through the #MVCollective
Gifting facilitated by integrating with Mint Velvet's eCommerce platform (Shopify), to automate the process of sending products to advocates
The Results
We have designed and built an advocacy program that has far exceeded Mint Velvet’s expectations. Over the last 12 months, the #MVCollective program has:
