Maximizing Wirecutter Pick to Drive Orders

A Winning Combo to Drive Incremental Orders

Overview & Insights

New York Time’s Wirecutter tests and reviews the best products- it’s highly coveted and independently vetted. In January 2023, just in time for The Bouqs Co. peak Valentine’s Day holiday, Wirecutter picked Bouqs as “The Best Online Flower Delivery Service.” Read all about it here! While I’m incredibly proud of this as a marketer, it’s a testament to the overall quality of the brand and the team that makes Bouqs flower delivery possible end-to-end.

Objectives & Strategy

Leverage the Wirecutter pick as a proofpoint across marketing touchpoints to drive orders and revenue. 

Tactics & Execution

• Optimized affiliate commission to be competitive within the category, upon learning about the editorial recommendation 

• Directed affiliate agency’s collaboration with Deal Editors for curated and organic deal promotions

• Licensed usage for the NY Times Wirecutter logo and integrated across site, email, social (organic/paid), and display advertising

Results

• Orders attributed to Wirecutter represented 15% of the entire affiliate program

• Display ads including Wirecutter were top performing for reach and traffic