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Micro-Communities: An Introduction

It's very easy to be different, but very difficult to be better
"I think if you do something and it turns out pretty good, then you should go do something else wonderful, not dwell on it for too long."
Alex Larkins
Art director
As content ecosystems continue to evolve and consumer media consumption is ever changing, we find ourselves at a constant crossroad... how do we call the varied partners and affiliates that work with Adbloom to promote new offers & campaigns? Are they affiliates, partners, mobile apps, influencers, micro influencers? What about the Email newsletters and major Whatsapp groups? Its hard enough explaining how we work with clients let alone coming up with terminology, and this head scratching on our part has driven deep analysis to identify the actual "core". As we were drilling, we unearthed a simple yet transcedental insight; wether its a newsletter or an instagram, the audiences we're reaching are communities. Oxford's definition of Community: "a group of people living in the same place or having a particular characteristic in common"
This marketer allocated more ad spend to CPA partners, in addition to investing in paid media placements. In order to apply strategic payouts to top-performing partners, the Agency team collaborated with the client to create a grading system to measure the loan-to-value (LTV) of current investment accounts across the client's program. Following the creation of this grading system, the Agency team implemented a tiered payout system based on the quality of partners' LTV performance program-wide.
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By utilizing a CPA allowance, conducting multiple quality reports, and implementing a weighted grading system for strategic payouts, Perform[cb] Agency saw a 96% increase in funded accounts from December 2020 to January 2021. From November-December 2020 to January-February 2021, the marketer also saw a 41% growth in funded accounts and is trending towards exceeding their program's Q1 2021 goals. Finally, this client also achieved an increase of 2,300 account registrations in January 2021.
10 days

Duration of the expedition
3 islands

Adams, Waiheke, and Secretary Island
5 boats

On the research mission
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