Marley Spoon
Always-on Influencer Program
Marley Spoon, a premium meal kit brand, partnered with Hoozu to cut through one of Australia’s most competitive subscription categories and drive new customer acquisition among time-poor home cooks.
SCOPE
Always-On Acquisition
Data-Vetted Creator Selection
CPA Optimisation
The Strategy
Hoozu built a performance-first creator roster using its proprietary selection process, choosing talent on conversion signals, not audience size. Creators were briefed around insights that spoke directly to the purchase motivations of Marley Spoon’s core audience.
A single content narrative running through key pieces of content proved to be the program’s strongest conversion angle, responsible for 35% of all quarterly sales.
The Results
Q1 2026 delivered the program’s most efficient single piece of content in its history, one Reel generating 1.9M impressions at a CPA 60% below target.
Quarter-on-quarter, cost-per-acquisition improved 17%, the program’s strongest efficiency result of the year to date.
The combined roster delivered 2.9M+ total impressions and produced conversion rates tracking well within the industry’s “strong” threshold across the program’s best months.
6
CREATORS
24
PIECES OF CONTENT
17%
CPA IMPROVEMENT QOQ
2.9M
IMPRESSIONS
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