Tofunmi Alo
Every subscription brand has a problem month. For Earth & Wheat, it was December.
Year after year, the pattern repeated: as consumers shifted spending toward festive groceries, bread subscription sales dropped sharply. By mid-December, sales typically fell by as much as 53%.
Most brands accepted this as seasonal reality. Earth & Wheat saw it differently—as an opportunity to test whether strategic influencer gifting could reverse a predictable decline. The goal of this campaign was more than stabilising sales. It was also to acquire subscribers who would stay.
Using SwayMatch AI, we matched Earth & Wheat with 20 sustainability-focused influencers, micro-creators averaging 10k followers each. We focused on two post-holiday themes: rescuing Christmas leftovers and starting the year sustainably. Content that solved real problems for their audiences.
The campaign didn't just reverse the seasonal sales decline, it became a strategic success.
First Purchase: 1.62x ROAS | +62% ROI
Immediate profitability from initial conversions.
Total Attributed: 3.69x ROAS | +268% ROI
Strong performance when accounting for all purchases within the campaign window.
Lifetime Value: 4.67x ROAS | +367% ROI
For every pound invested, Earth & Wheat generated £4.67 in customer lifetime value.
These returns were achieved without paid advertising support and without promotional discounting. The entire campaign operated on organic reach amplified through authentic creator advocacy.
Want to see how we did it?
Download the full Earth & Wheat case study to see the complete breakdown: SwayMatch AI creator selection criteria, campaign structure, week-by-week performance, ROAS progression analysis, and the key insights that made this approach work.
