Dinnerly
Always-on Influencer Program
Dinnerly, Marley Spoon’s value-led sister brand, came to Hoozu to drive new customer acquisition to target within a lean budget. With a price-conscious audience and less to spend, every creator placement had to earn its place
SCOPE
Always-On Acquisition
Data-Vetted Creator Selection
CPA Optimisation
The Strategy
Hoozu built Dinnerly’s roster through its proprietary selection process, prioritising conversion potential over reach. Content was briefed to feel genuinely accessible; honest, relatable moments that spoke directly to everyday Australians.
The approach prioritised depth over breadth. A tightly curated roster, briefed consistently and managed actively.
The Results
Q1 2026 was Dinnerly’s strongest quarter in twelve months, with multiple creators delivering conversion rates above 20%. Cost-per-acquisition improved 39% quarter-on-quarter, and measured against the full 2025 annual average, the program was 51% more efficient. Proof that a smaller, smarter roster consistently outperforms volume
5
CREATORS
16
PIECES OF CONTENT
39%
CPA IMPROVEMENT QOQ
20%+
CVR TOP PERFORMERS
51%
MORE EFFICIENT THAN PY AVG
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