Repeat Exposure to Collective Voice Creator Audiences Drives 5x ROI for NET-A-PORTER
3 minute read time
Collective Voice is a full service creator marketing agency connecting brands with our diverse network of creators to produce quality content and lasting relationships that deliver results. We work with diverse and dynamic creators and a variety of brands across multiple retail categories to create authentic and engaging storytelling. NET-A-PORTER, a luxury fashion destination, began running consistent creator campaigns with Collective Voice in 2022. Together over the last two years, we aimed to position NAP as a unique shopping destination for discerning consumers, with the goals of driving awareness, traffic, and sales among prospective luxury shoppers.
Throughout 2023 and 2024, NAP approached Collective Voice with the goal of driving sales, traffic, and brand awareness through content highlighting specific collections and seasonal launches. These ranged from vacation edits to fall collections and spring wardrobe refreshes, all focusing on specific product lines and items from NAP’s variety of luxury brands. With KPIs in mind for each specific campaign, Collective Voice strategically cast the perfect mix of creators for NAP and outlined clear expectations and timelines for these casted creators. Our team’s comprehensive guidelines around content creation and timing ensured that we would meet NAP’s objectives and produce successful campaigns.
With NAP aiming to drive traffic, sales, and awareness, Collective Voice implemented a full-funnel strategy to promote NAP collections through high-quality, unique content. In order to capture the attention of target audiences, we tapped into our expansive creator network to engage a mix of awareness-driving tastemakers and proven sales drivers, who helped contribute to overall campaign success. The creators shared a variety of custom collage and editorial content across Instagram, TikTok, and Facebook, with more than 265 pieces of content created throughout our 2023 and 2024 campaigns.
A total of 19 casted creators generated nearly 4M impressions and drove impactful sales performance for NAP throughout our 2023 and 2024 campaigns, resulting in a 5x ROI. The growth that we’ve seen throughout the partnership over time is the result of a few key factors in campaign planning and casting. One of the strategic choices we made was to recast top performing creators that had a proven ability to create custom NAP content that resonated with their audiences. After seeing success with consecutive collage campaigns, NAP was eager to test out an editorial campaign in May of 2023. We segmented creators by their archetypes and niche to create a mix of sales-focused collage content and beautiful editorial imagery. The success of this partnership is also amplified by Collective Voice’s tools and resources, including Cart Insights, our unparalleled click to cart data that highlights exactly what products shoppers are buying, allowing us to hone in on the categories and products casted creators are driving.
Creators like Julia Berolzheimer of Gal Meets Glam and Blair Eadie of Atlantic-Pacific have consistently proven to be top performers for NAP, creating high-quality content that features different collections and seasonal looks for their audiences. The nature of their content and audience demographic allows them to drive awareness for NAP among prospective luxury shoppers. With a combined average order value exceeding $800, the impact of both Gal Meets Glam and Atlantic-Pacific’s content proves their influence in driving high-value purchases.
Collective Voice has gained a deep understanding of both NAP’s goals and the casted creators’ unique identities, perspectives, and voices, helping to blend them together in order to deliver on the outlined KPIs. Through the ongoing partnership, and with the guidance of our team of experts, Collective Voice’s always-on campaign model has allowed us to monitor and track results, test and learn, and pivot as needed. Our ability to align each custom campaign with NAP’s objectives while maintaining the brand identity has proven successful, as they have been consistently booking campaigns with us since 2018.
We are committed to providing deep data and insights that help NAP understand what shoppers are buying, information that we continually analyze as we plan for each campaign. In the past year, Collective Voice has launched our unparalleled Cart Insights, providing NAP deep insights on what shoppers are buying in real time. Our combination of strategic casting and robust insights have helped contribute to our continued success in the partnership. In addition to these shopper insights, our data-driven reporting has been key in providing creators with guidance to cater their content to their audiences’ tastes, ensuring NAP’s sales and traffic goals are met, while also maintaining their own brand identity.
Our successful partnership has been recognized by the TITAN Awards as a 2024 Platinum Winner for Best Influencer Marketing Campaign.
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