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Original 2026-01-01

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1 119%

2 increase in referral revenue during the week-long sale*

3 75%

4 of purchases from first-time customers*

5 42%

6 of new customers bought again*

7 <a>AKT London</a>is the UK’s most awarded deodorant. Always natural, never tested on animals, the brand has built an impressive reputation-one that notably does not rely on excessive discounting.

8 In line with their focus on their product over discounts, they launched a Valentine’s Day campaign to drive new customer acquisition-with an inventive approach that relied on customer referrals rather than gouging prices. This strategy and the impressive results earned AKT London theMost inspiring seasonal saleaward at<a>The Klicks 2024</a>.

9 *All stats courtesy of AKT London.

10 <h2>Learn how AKT London used referrals in place of a traditional sale to drive new customers</h2>

11 <h3>Objectives</h3>

12 For Valentine’s Day, AKT launched its Love Campaign to drive sales and customer acquisition while celebrating individuality and inclusivity. The campaign aimed to:

13 <ul><li>Drive sales and new customers-without over relying on discounts that may damage the brand’s premium image</li>

14 <li>Break through the noise during a busy seasonal holiday</li>

15 <li>Ensure the campaign resonated emotionally while remaining inclusive and sensitive to all forms of love</li>

16 </ul><h3>Strategy</h3>

17 - The campaign centred around the tagline “Love who you want,” and encouraged customers to share a referral code with their loved ones. To sweeten the deal, AKT London increased their referral incentive from 15% off to 20% for the week leading up to Valentine’s Day, making it the perfect seasonal gift.

17 + The campaign centred around the tagline “Love who you want,” and encouraged customers to share a referral code with their loved ones. To sweeten the deal, AKT London increased their referral incentive from 15% off to 20% for the week leading up to Valentine’s Day, making it the perfect seasonal gift.

18 The campaign spanned several channels:

19 <ul><li>Email and SMS:<a>Segmented messages</a>to existing customer base, highlighting the referral offer and sharing participant stories.</li>

20 <li>Social media and advertising: Targeted ads using Klaviyo’s integration with<a>Google</a>,<a>Meta</a>, and more to spread awareness and retarget visitors who interacted with the referral program.</li>

21 <li>Their website: Showed<a>Klaviyo’s built-in popups</a>to key segments and created a dedicated landing page to capture and convert traffic.</li>

22 </ul>“With Klaviyo’s seamless integrations and robust customer data management, we were able to execute a highly segmented, data-driven campaign across key channels like social media, web, email, and SMS,” said Ottilia Stridh, CRM & Loyalty Manager at AKT, “We could launch a Valentine’s Day campaign that was both impactful and aligned with our brand values.”

23 <blockquote>With Klaviyo’s seamless integrations and robust customer data management, we were able to execute a highly segmented, data-driven campaign across channels like social media, web, email, and SMS.</blockquote>Ottilia StridhCRM & Loyalty Manager, AKT London

24 <h3>Results</h3>

25 - AKT’s seasonal sale campaign exceeded all objectives, bringing in over 5,000 new customers in February-a record-breaking month for acquisitions.

25 + AKT’s seasonal sale campaign exceeded all objectives, bringing in over 5,000 new customers in February-a record-breaking month for acquisitions.

26 - Referral demand surged by 149% month-over-month, resulting in a 119% revenue increase from referrals, three-quarters of which came from first-time conversions.

26 + Referral demand surged by 149% month-over-month, resulting in a 119% revenue increase from referrals, three-quarters of which came from first-time conversions.

27 High engagement across emails, SMS, and social media powered the campaign’s momentum, which also delivered lasting value: 42% of the new customers have made repeat purchases, with 26% making two or more orders, building long-term loyalty and lifetime value.

28 See why brands like this use Klaviyo to power their marketing.

29 <a>Get a demo</a>