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Frugi launches international referral marketing campaign

Alice Ierace
29 March 2019

Children’s brand Frugi has launched an international referral marketing campaign powered by marketing technology business Mention Me.

The label spotted the opportunity to use its existing customer engagement to reach out to new users. By partnering with Mention Me and its SaaS technology, Frugi can introduce new customers to the website and reward existing fans at the same time.

Hugo Adams, CEO of Frugi, said: “Frugi is more than just a children’s clothing brand, it is a community of passionate, engaged people who love to share their experiences and their love of our designs. As loyal customers they are without a doubt our best advocates and ambassadors. Working with Mention Me we can reward these customers and reach new customers.

“Mention Me’s platform stood out thanks to its rigorous AB testing and extensive experience with similar brands. It’s an exciting partnership for Frugi and we look forward to seeing the results.”

Andy Cockburn, CEO of Mention Me, added: “We’re proud to be working with such an inspiring brand. Frugi is genuinely making a difference within retail ethics as well as making gorgeous very referable products. We can’t wait to see their programme deliver them even more happy new customers.”

Customers will now be able to refer up to five friends on the website. The friend will receive a free Froogli toy on their first purchase and, once they purchase something, the referee will be able to receive a limited edition Frugi inspired reusable bamboo coffee cup.

Recently Mention Me has also released its second annual survey report that reveals what motivated UK consumers to refer brands in 2018, which sectors and brands were most referable and which qualities were most likely to drive a brand recommendation.

In July of last year, specialist retail private equity firm True acquired a majority stake in Frugi from its founders Lucy and Kurt Jewson who had founded the firm in 2004 and who remain shareholders. Adams, a former executive board director of Superdry and chief of staff at Marks & Spencer, joined the business as CEO at the same time.

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