How boohoo Leverages Creators Cost-Effectively With a Storefront Affiliate Program
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 of our most impactful to date, the boohoo Collective. Together, we've been able to turn thousands of passionate creators into loyal brand affiliates.
Context
boohoo is a global fashion brand dedicated to delivering affordable, inclusive styles for every occasion, empowering individuals to look and feel confident.
Though influencer and creator partnerships had been 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 toward 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
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 brought in over 25,000 new customers to the brand, achieving a cost per acquisition of just £6.1.
- 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 also 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, highlighting the program’s impressive reach and influence.
To further engage their community, boohoo encourages creators to participate in exclusive program-only challenges and giveaways, with prizes including invitations to influencer events and activations and boosted commission during major sale periods.