One branded link replaced the DM back-and-forth, and Bri Beauty became the most active brand on Seed almost immediately.
gift orders in week one
ordered within 24 hours
coupon codes issued
Bri Beauty ran gifting the way most beauty brands start. A reel comes in, someone slides into the DMs, and the real work begins. What shade. What size. What is the address. Did you order yet. Every yes turned into a week of small questions, and half of them went quiet before anything shipped.
A week of DMs per creator
The bottleneck was never getting a yes. Bri Beauty's creators are exactly the kind who want the product. The bottleneck was everything after the yes: the shade, the size, the address, then a draft order typed by hand in the Shopify admin for each one. At a handful of creators that is annoying. At the volume a beauty brand needs, it caps the whole program.
One branded link
Bri Beauty replaced the back-and-forth with a single branded link. The creator opens it, picks their shade from live stock, types their own address, and a $0 draft order lands in the Bri Beauty Shopify admin, tagged to the campaign. No size question. No address question. No hand-built order.
The form is styled to look like Bri Beauty, so creators land on a page that feels like the brand instead of an unfamiliar tool.
We started with Seed to give creators a better experience and save time on the back and forth. We ended up with 42% of creators ordering their gift within 24 hours of reach-out, and not a single coupon code.
Zero coupon codes, on purpose
Beauty is the worst category for 100% off codes. They leak to deal groups, they get screenshotted, and they turn a gift into a discount the brand never meant to give. Seed skips checkout, so there was nothing to leak. Every gift is a real $0 order, native to Shopify, and the fulfillment flow never changed.
