FUNKY PIGEON Maximising Mother’s Day with Data-Driven Affiliate Marketing

Funky Pigeon is a market leading online personalised greeting card and gift retailer, offering memorable and keepsake gifts and cards for any occasion. Funky Pigeon is part of the WHSmith family and continually invests in customer experience and mobile technology. Artefact has been Funky Pigeon’s affiliate marketing partner since 2019, implementing and scaling their affiliate programme.

The greeting card and gifting market is heavily seasonal, with key periods such as Mother’s Day and Valentine’s Day essential to maximising sales and growing market share. Artefact was tasked by Funky Pigeon to grow overall sales this mother’s day, whilst also keeping costs at a manageable level to maximise ROI.

Artefact audited and analysed Funky Pigeon’s performance data for the previous twelve months in order to build a data-driven promotional strategy.

Artefact also identified the most optimal affiliate verticals to benefit Funky Pigeon’s mother’s day campaign. These included incentives; promotional sites; closed user groups; loyalty programs and employee benefit schemes.

Funky Pigeon partnered with leading cashback and incentive sites across the two weeks running up to mother’s day. Placements on leading sites such as Top Cashback and Voucher Codes, both with over four million active users, would give added exposure to Funky Pigeon’s seasonal product range, increasing their potential customer base.

“Artefact shows tremendous dedication and provides valuable support across all areas of our affiliate programme. We appreciate their attention to detail and expertise which we rely on to unlock constant growth in the channel”

Rob Ridley, Funky Pigeon

Promotional tactics involved running a multi-buy saving offer with top voucher sites, offering 50% discount when customers purchased three items or more.

Employee benefit schemes were the final piece of the strategy, working alongside healthcare discount providers to offer 40% off leading products, using exclusive offerings to specific closers user groups.

Funky Pigeon’s mother’s day campaign was successful and delivered WoW revenue growth of 97.1%, accompanied by a 22% traffic increase.

The cashback vertical proved to be especially prolific, with top partners delivering over 10,000 clicks with a 34% conversion rate over the mother’s day period.

Performance was evaluated relative to other prominent peak periods, namely Valentine’s Day and Christmas. The campaign outperformed Valentine’s Day sales by 46% and achieved a 40% increase in website traffic.

In comparison to the recent Christmas period, the mother’s day campaign exhibited an impressive increase of 120% in both revenue and site traffic, highlighting the success of the overall campaign.