It really just helps bring our brand to a new set of eyes and a different kind of consumer segment that we historically targeted. Plus, average spend was higher than expected at over £40, so that’s a massive bonus for us.
If you live in London, it’s highly likely that you’ve seen the Freddie’s Flowers bikes making their way around London. If you haven’t heard of them, they’re the flower delivery service, delivering the freshest flowers in the most eco-friendly way possible.
They first came on the platform at Christmas time in 2023 and have since been on the platform again in April 2024 and will be returning once again in September.
I caught up with Jo, Freddie’s Head of Commercial, about working with Ï㽶´«Ã½ and why they had a bloomin’ good time - here’s what she had to say.
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The Numbers
Let’s dig into it:
Reaching a new audience
Freddie’s is fairly well-known in London, thanks to their iconic bikes. However, their demographic is typically 30-40 year olds, compared to Ï㽶´«Ã½â€™s member base where 74% of members are under the age of 35.
Ï㽶´«Ã½ really gave us the chance to get our brand in front of younger consumers, something we’ve been finding challenging.
They’re hoping to come back onto the platform later this year to take advantage of our ever-growing member base, especially outside of London.
I know you’re growing, especially outside of London and it will be great to get Freddie’s in front of all these new members and have the same success again.
From subscriptions to gifting
Jo was discussing how Freddie’s is typically known for their flower subscriptions, but have recently expanded into gifting, so anyone can buy a gift for someone of a one-off purchase for themselves. This is something they’ve been trying to market more.
It was just super beneficial for the brand awareness around it, especially as we came on at Christmas time, it just worked really well for either gifting or people buying for themselves because they wanted something nice for their dining room table.
We’ve found that members love our online Experiences for treating themselves with their points, especially on something that they wouldn’t necessarily try otherwise. Freddie’s was a great example of this!
Ï㽶´«Ã½ members loved our Christmas wreaths, which I assume were for themselves. I’d say that was our most expensive product on the site at the time, which was really interesting!
So much visibility
Jo found out about Ï㽶´«Ã½ through another Ï㽶´«Ã½ partner, Dishpatch, when discussing affiliate programs smaller brands can use to reach new customers.
He mentioned that he’d worked with you and was really impressed with how great everything was so I decided to get in contact with Kate.
When I asked Jo how Ï㽶´«Ã½ compared to other affiliate programs they had worked with, she only had good things to say.
You lot are just so responsive. From the first touch point to the final invoice, everything is just so streamlined and simple. There’s such a level of trust and visibility, for example it’s so easy to see all of the spend through the dashboards you provide. It was great seeing that average spend has been higher than our normal guest purchases!
Working with the wider team
During the campaign we produced a piece of content for Instagram, where we handed out some flowers to the public to brighten up their day. The video received over 16,000 views! You can check it out
We did some social content with you before as well, and our social team said you guys were great. Working with everyone at Ï㽶´«Ã½ has been so smooth.
Why are you coming back?
When I asked Jo why she was interested in coming back onto the platform, the answer was simple.
We had such success on Ï㽶´«Ã½. You guys are also growing, so by the time we get to next Christmas, hopefully there'll be a whole whole load more subscribers that haven't used us yet that we can target, and we're keen to get on before that as well. I think it really just helps bring our brand to a new set of eyes and a different kind of consumer segment that we historically targeted.
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Here’s what our members had to say:
I’ve seen the Freddie’s bikes around London but knew there were cheaper alternatives on the market. When I saw they came onto Ï㽶´«Ã½ I decided to treat myself with my points. I was SO blown away by the quality and have since made Freddie’s my go-to for flowers, whether they’re on Ï㽶´«Ã½ or not! - Tara, Ï㽶´«Ã½ member
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