Secret Sales’ conversion rates soars by 298%
Submitted by The Cirqle

Secret Sales Creator Partnership Ads Program

Influencer Marketing

The Cirqle ran creator content as Partnership Ads for fashion marketplace Secret Sales through its software, and reports a +298% conversion rate jump in the UK.

16.8xAvg. Program RoAS

About the campaign

Secret Sales ran creator content as Partnership Ads through The Cirqle's software and recorded a +298% conversion rate jump. Secret Sales is a premium non-full-price marketplace for fashion, sportswear and beauty brands, based in the United Kingdom. It struggled to find suitable creators, track performance metrics, manage creator permissions and scale its ROI.

The agency's software handled data-led creator selection, bespoke campaigns and real-time optimisation. Creator content ran as Partnership Ads, which Secret Sales added to its media mix across Meta technologies. The work ran in the UK, the home market of Secret Sales.

The agency reports a +11% RoAS compared with regular ads. The average program RoAS was 16.8x. The conversion rate jump in the UK was +298%. Alex Adamson, SVP Digital Marketing at Secret Sales, said Creator Ads decreased the overall cost of media.

Case in 60 seconds

Secret Sales had a strong brand presence but struggled to identify suitable creators, track performance metrics, manage creator permissions and scale ROI, so its creator marketing could not grow on measurable returns.

A marketplace selling other brands' surplus stock has little personal voice in its own advertising, so creator content run as ads gives its paid media a human face that business-as-usual campaigns lack.

Secret Sales moved creator content into its paid media mix as Partnership Ads, with The Cirqle's software choosing creators on data and keeping every campaign under real-time optimisation.

Through The Cirqle's software, Secret Sales selected creators on data, secured creator permissions and ran bespoke campaigns as Partnership Ads across Meta technologies in the UK, optimising them in real time against tracked performance.

The Cirqle reports a +11% RoAS against regular ads, a 16.8x average program RoAS and a +298% conversion rate jump in the UK, while the client's SVP Digital Marketing credits Creator Ads with lowering overall media cost.

Strategy Breakdown

Selling non-full-price stock puts brand equity at risk, so Secret Sales presents itself as a channel that protects the brands it carries, which leaves its own paid media needing a voice that does not sound like clearance advertising.

Creative & Execution System

Assets & channels

  • Other

Partners

  • The Cirqle

Results & Evidence

MetricValue
Avg. Program ROAS16.8x

Why The Cirqle's strategy worked

  1. 1

    Creator content placed in paid media can be judged on RoAS against a brand's regular ads, which gives the team a direct comparison rather than a separate influencer metric to defend.

  2. 2

    Managing creator permissions is a precondition for running creator content as ads, because a post cannot enter the media mix until the creator has cleared its use, so permissions belong inside the workflow.

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