41% increase in orders MoM
7,460% increase in clicks YoY
334% increase in orders YoY
Drizly, an alcohol delivery service that delivers a variety of beer, wine, and spirits directly from local retailers to customers’ doorsteps, was looking to drive incremental new customer acquisition during peak seasonality with Perform[cb] Agency while remaining within their incremental customer acquisition cost (iCAC) goal.
To prepare for peak seasonality, the Agency team began building strong relationships with top editorial teams during Q3 2020. Additionally, the Agency team pivoted its strategy towards the higher incremental partnerships and decreased payouts on those yielding lower incrementality to maintain Drizly’s low iCAC.
Understanding that an upper-funnel conversion is approximately five times more valuable to the brand than a lower-funnel conversion, the Agency team invested in custom recruitment to ensure proven high-quality upper-funnel editorial partners. By investing in additional upper-funnel media placements, Perform[cb] Agency was able to build momentum leading up to and during Drizly’s peak seasonality while keeping the iCAC down.
By recruiting proven high-quality upper-funnel editorial partners, building strong relationships early on, and pivoting their payout strategy, Perform[cb] Agency was able to incrementally increase customer acquisition during Drizly’s peak seasonality. Additionally, while keeping Drizly’s iCAC well under goal, the Agency team was able to test additional new high-quality editorial partners. By creating strong relationships with top editorial partners prior to peak seasonality, the Agency team was able to increase Drizly’s ROAS by 53% and clicks by 7460% year-over-year from Q4 2019 to Q4 2020. Perform[cb] Agency was able to drive a 41% increase in orders month-over-month from December 2020 to January 2021. By employing upper-funnel media placements, Perform[cb] Agency was able to increase new customer acquisition and traffic throughout Drizly’s Q1 seasonality.