Identity Marketing Success Stories
Leading brands in retail, streaming, software, hospitality, and finance use identity marketing to acquire, engage, and support high-value consumer communities:
Purple Increased Its Conversion Rate by 6x and Generated a 25:1 ROAS
To stand out in a crowded marketplace, Purple launched a personalized military discount. The mattress maker increased conversions and raised awareness with a lucrative market segment that aligns well with its made-in-the-USA brand.
Travel Brand Globus Boosted Flash Sale Success by 20%
Globus believed gated, personalized offers to the military would help them stand out, but the brand worried about discount abuse. The company launched an identity marketing program to the military that:
- Reduced discount abuse by 35%.
- Outperformed other flash sales by 20%.
- Took 75% less effort and fewer resources to implement.
L.L. Bean Supports Sustainability and Wellness
Retailer L.L. Bean wanted to deepen its connection between the brand and its customers, as well as the customer and the outdoors. Its identity marketing program offered an exclusive 10% discount to key consumer communities—college students, teachers, and the military. The retailer supports these communities’ values with the L.L. Bean Community Fund aimed at improving the physical and mental well-being of Maine citizens. The brand’s corporate responsibility initiative also aligns with customer values.
Tuft & Needle Honors the Military and First Responders
Tuft & Needle, the “digitally native sleep brand that led the disruption of the mattress industry,” offers the military and first responders a 15% discount. The company also donated $100,000 to Team Rubicon, an international nonprofit disaster response organization that unites the skills of military veterans with first responders to rapidly deploy emergency response teams to communities affected by disasters.
Successful brands like T-Mobile, L.L. Bean, Purple, and Tuft & Needle know that tribal marketing is more than offering discounts to consumer communities. They support causes important to their consumer communities, which builds genuine goodwill and helps their brands shine in a crowded marketplace.
