boohoo Leverages Creators in a Cost-Effective Way Through Storefront Affiliate Program
Discover how global fashion brand, boohoo, pivoted their influencer strategy from paying creators in exchange for content to empowering them as revenue-driving affiliates, resulting in a 9X ROI.
9X
Return on Investment
£15M
Revenue Run-Rate
£2.55
Influencer CPM
£6.1
Cost Per Acquisition
10K+
Total Content on Instagram + TikTok
Partnering with LoudCrowd has been a game-changer for boohoo. What started as a UGC rewards programme has evolved into a full-scale, revenue-driving creator initiative, and one our most impactful to date, the boohoo Collective. Together, we’ve been able to turn thousands of passionate creators into loyal brand affiliates. This shift has not only streamlined our influencer strategy but also unlocked a scalable growth engine for the business. Our Collective members deliver incredible revenue and impressive social impact – which gets bigger by the day! This partnership has helped us grow an invaluable community that is engaged, empowered and deeply invested in our brand. With such a fast turnaround in the past 12 months, we’re excited to see what’s in store for the next 12 months and beyond.
Megan Atherton
Head of PR, Influencer & Events @ boohoo
Context
boohoo initially partnered with LoudCrowd to expand their user-generated content strategy on Instagram and TikTok, incentivizing creators with vouchers in exchange for content. Seeking more sustainable growth, boohoo shifted their focus towards revenue-driven goals, transitioning from paying for content to leveraging creators as a cost-effective, scalable growth engine.
Though influencer and creator partnerships have been a part of boohoo’s strategy for years, there wasn’t a formal system in place to scale these efforts and quantify their results easily.
Solution
boohoo initially partnered with LoudCrowd to expand their user-generated content strategy on Instagram and TikTok, incentivizing creators with vouchers in exchange for content. Seeking more sustainable growth, boohoo shifted their focus towards revenue-driven goals, transitioning from paying for content to leveraging creators as a cost-effective, scalable growth engine.
boohoo launched the boohoo Collective program, empowering thousands of creators with personalized storefront pages on boohoo.com. Each creator also receives a unique affiliate code to share with their followers, enabling them to earn a 10% commission on every sale they drive.
Results
Revenue
boohoo Collective members actively promote their personalized creator storefronts on boohoo’s site, offering their followers an engaging way to shop their curated outfits. By pairing these storefronts with their affiliate codes, they drive even higher customer conversions. The program has achieved an average of 65.6% month-over-month revenue growth and has generated £15M in revenue run-rate.
boohoo Collective members have successfully brought in over 25,000 new customers to the boohoo brand, achieving a cost per acquisition of just £6.1.
Content
Since launching, the program has delivered a £2.55 Influencer CPM — 19.6X more cost-effective than the industry average Influencer CPM of $50.
boohoo Collective members are driving significant impact on social, contributing 17% of Boohoo’s overall Instagram UGC and 21% of its TikTok UGC. Their content has delivered 69.1M impressions and $2M in earned media value (EMV), highlighting the program’s impressive reach and influence.
Additional Perks and Challenges
To further incentivize and engage with their community, boohoo urges creators to participate in exclusive program-only challenges and giveaways, allowing creators to earn more than just commissions. Prizes include:
-
Vouchers to spend on-site
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Invitations to influencer events and activations
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Boosted commission during major sale periods
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And more
9X
Return on Investment
£15M
Revenue Run-Rate
£2.55
Influencer CPM
£6.1
Cost Per Acquisition
10K+
Total Content on Instagram + TikTok
