The Honest Company and Yieldmo Partner
to Acquire High-Quality Customers
Yieldmo helped Honest acquire new customers at superior click-to-conversion rates,
outperforming other mobile ad partners by 5X.
Goal
Strategy
Drive New Customer Acquisition for
Honest’s Products
Use Yieldmo’s Exclusive, Premium
Placements on Top Mobile Publishers
to Engage Potential Customers
Honest is an eco-friendly personal
care & home cleaning products
retailer, co-founded by Jessica Alba
in 2012.
Mobile advertising has
played a consistent role in Honest’s
customer acquisition strategy, as
busy moms frequently use mobile
devices. “Our target audience is
moms on the go,” said Rachel Kwan,
Online Marketing Manager at Honest.
“They’re multitasking on their phones
and tablets, or checking their phones
while out running errands. Mobile
works great for us.”
“Performance was
amazing. It’s great to
see how the campaign
has continued to scale,
while still hitting all our
backend metrics.”
Rachel Kwan
Online Marketing Manager
Despite mobile advertising’s potential,
Honest has had mixed experiences
working with mobile ad partners.
“We dabbled with a few mobile ad
networks, and it was a very frustrating
experience,” said Kwan. “The cost per
lead would come in close to our goal.
But the quality of the buyers don’t back
out, which is ultimately what counts.”
Yieldmo delivered Honest’s message
across relevant, premium mobile sites,
including BabyCenter and Parents.
“Inventory quality is important,
especially on mobile. Publisher quality
is what is going to make or break a
campaign,” Kwan said.
Honest’s marketing team also valued
Yieldmo’s transparency. “With ad
networks, it’s more of a black box.
With Yieldmo, it’s great to have
visibility into which publishers your
ads are running on and how they’re
performing,” Kwan said.
Honest ran a combination of incontent and footer units, driving
potential customers to visit its website,
sign up for a free trial, and ultimately
purchase Honest products.
The
Yieldmo account team continuously
optimized Honest’s creative, down
to the placement level. “For the best
campaigns, it’s not just about the
media, it’s also about the team helping
execute them,” Kwan said.
Results
Yieldmo Delivered High-Quality
Customers to Honest at Click-toConversion Rates 5X Those of Other
Mobile Partners
From the campaign’s inception,
Yieldmo
delivered
high-quality
leads to Honest. Yieldmo’s clickto-conversion rates were 5X those
of other mobile partners in the
campaign’s first month. Furthermore,
the cost-per-buyer Yieldmo delivered
was consistently lower than that of
other mobile providers.
Based on the strength of early
performance metrics, Honest has
steadily shifted budget to Yieldmo.
“Performance was amazing.,” Kwan
said. “It’s great to see how the
campaign has continued to grow,
from a scale perspective, while still
hitting all our backend metrics.” In
fact, Honest has increased its monthly
spend with Yieldmo by more than
57% in the past two months. Honest
plans to deepen its relationship with
Yieldmo, expanding campaigns to
international publishers and testing
new proprietary ad formats.
Source: Internal data provided to Yieldmo by Honest, 2014.
Case Study
© 2014 Yieldmo, Inc.