The starting position
Vantora sells limited sneaker releases and streetwear to a young, digital target group. Creators have always been the most important channel – but were paid per post, with fixed fees.
The problem: Whether a post brought customers, could hardly be measured. Large accounts were expensive, smaller creators with a dedicated community did not even get into the conversation, and the costs per new customer increased from quarter to quarter.
The solution
Vantora has moved the Creator program completely to Adlesa and converted on a success basis:
- Personal coupon codes. Each creator gets its own code, which is fixed to its profile. Sales also count if followers enter the code directly in the shop.
- Own partner group for Creator. Creator codes bring 10% instead of the regular 8%. For the 20 strongest creators, a monthly fixum is added.
- Drop calendar. Creators learn what is coming before each release and get pictures in advance – so the posts are immediately live for the drop.
All creators label their content as advertising. Vantora provides templates for Instagram, TikTok and YouTube.
We stopped paying for reach and started paying for customers. The best creators earn more with us today than they did with flat rates.
The results
Within a year, 320 active creators brought 40,000 new customers to Vantora. Because only sales are paid, the cost per new customer decreased by 38 %.
The share of codes was surprisingly high: 27% of creator sales went without a previous click – Revenue, which would have remained invisible with pure link tracking.
- Voucher codes record purchases where no one clicks on a link – for example, stories or videos.
- A fixum for the best creators is worthwhile if it remains coupled with measurable results.
- Small creators with a suitable community often deliver the best cost per new customer.
All figures refer to the specified period and to Vantora’s partner channel.
