Performance Marketer Spotlight is an ongoing series on the UK blog, where we feature performance marketing industry leaders across EMEA.
Founded in 2006, Redbubble is a global online marketplace powered by over 400,000 independent artists. Redbubble’s community of passionate creatives sell unique designs on over 60 high-quality, everyday products, such as apparel, stationery, housewares, bags, wall art and more. Through the Redbubble marketplace independent artists are able to profit from their creativity and reach a new universe of adoring fans.
To gain greater insight into their approach we sat down with Maurice Van De Mosselaar, Performance Marketing Manager at Redbubble.
Could you give us an overview of the Redbubble brand?
Redbubble was born in 2006 in Melbourne, Australia. The dream was simple; give independent artists a meaningful new way to sell their creations. Today, we connect over 400k artists and designers across the planet with millions of passionate fans.
A place to un-limit yourself and grow, joining the entire planet on adventures in creativity.
Could you give us an overview of your role at Redbubble and how you got started in it?
As a Performance Marketing Manager in Berlin, it is my mission to help find new fans and customers in our European markets and guide them through the purchasing journey by using a mix of channels at the right time and on the right platform, enabled by fun and engaging personalised creatives.
After working for large corporates like Philips and eBay and being on the agency side of Google, my next step needed to be a fulfilling one, which materialised when discovering Redbubble. The marketplace proudly puts compassion, courage and creativity at the forefront of its values and supports them by giving back through paying artists a share of the revenue.
What do you see as some of the biggest opportunities in expanding across European markets?
The world is full of content, it’s hard to distinguish what’s good, what we like, and what’s original. Understanding our customers deeply allows us to successfully personalise their experience. Whether this is through multiple language marketing touch points or localised product search results on the site or app, we want to make sure we are dedicated to the culture of each country. We have the opportunity to gain the trust of our members and show that we know them, in order for them to return in the future.
This winter we expect to realise this by running cross-platform video advertising supported by re-marketing, while also spreading creativity through content marketing, influencers and new forms of partnerships.
Could you talk a little about the benefits of cross-recruitment on the Redbubble affiliate programme?
When we recently launched the France and Spain programmes, we needed to improve the efficiency of how we worked on marketing campaigns like Back to School or Halloween. Each campaign is localised per country from unique creative assets down to promotional codes, planned with a pan-European approach. The team at Acceleration Partners is focussed on partnerships with strengths not just for one country but the whole of Europe, which will help reduce the limitations on how creative we can be and also allows us to scale our mission faster.
What do you see as some of the biggest challenges in affiliate marketing today?
Convincing content partners and sub-networks to increase transparency. We have often celebrated incremental growth without knowing what type of publishers or areas online are contributing to this success and through what type of content. At Redbubble we work tirelessly to share insight at both a cross-channel and a cross-function level.
How has your Affiliate Programme added value to Redbubble?
We aim for a diverse publisher mix to increase brand reach. Our voucher partners act as brand awareness partners as much as they provide an incentive for users needing extra help to decide. With millions of artwork options on our site, ready to be printed and manufactured onto a vast array of products, retailers can choose what product category or theme to run from our product feed. Who would have thought we would partner with a website dedicated to all things otters enabling our feed to provide the site with a merch shop?
What are the key advantages of working with Acceleration Partners for your affiliate marketing activity?
The team at Acceleration Partners has shown an enormous amount of passion for our brand and mission. Our check-in meetings often turn into brainstorming sessions where we bounce off ideas for new opportunities. Our account managers have the experience relevant to our needs to reach new fans and customers while executing at lightning speed.
If you would like to find out more about working with our team, get in touch today.