How Gozney turned

customer advocacy into

a9x ROI growth engine

Since launching its referral programme in 2021, Gozney has turned customer advocacy into a scalable acquisition channel — driving 9x ROI, higher-value customers, and increased revenue.

9x

ROI from customer advocacy

5x

Referred customers drive 5x more new customers

21%

Referred customers spend 21% more in their first 6 months

58%

of referred customers are acquired via Name Share®

Turning customer advocacy into a growth strategy

Gozney initially launched its referral programme to acquire new customers. But as the programme evolved, it became clear that customer advocacy could deliver far more than just acquisition.

With campaigns running across five global markets, the team began uncovering valuable insights into what motivates their customers and drives them to share.

Through continuous experimentation—including A/B testing copy, incentives, and imagery — Gozney refined its approach and unlocked new opportunities for growth .

The challenge

As Gozney’s referral programme evolved, the team faced a new challenge:

Understanding what motivates customers to share
Optimising referral performance across multiple markets
Continuously improving campaigns through testing and experimentation

They needed a strategy that would not only drive acquisition but also unlock more value from their existing customers, turning advocacy into a scalable, high-impact growth channel.

The solution: a data-driven approach to referral growth

Gozney built a referral programme designed to turn customers into active advocates—while continuously improving performance through experimentation.

The approach included:

Running referral campaigns across five global markets
Testing and optimising copy, incentives, and imagery through A/B experimentation
Using product-led insights to increase engagement and conversions

Results: turning advocacy into
measurable growth

Gozney’s referral programme delivered strong, measurable results:

1

9x ROI customer advocacy

2

Referred customers introduce 5x more new customers

3

Referred customers spend 21% more in their first six months

4

58% of referred customers are acquired through Name Share®

By attracting higher-value customers who spend more and refer others,
Gozney created a powerful, self-sustaining growth channel.

Turning advocacy insights into
smarter marketing

By integrating Mention Me with Klaviyo, Gozney turned customer advocacy into a valuable source of insights.

This enabled the team to:

Capture real-time advocacy data
Understand what motivates customers to share
Identify high-value customers and advocacy behaviours
Better target and segment audiences based on their stage in the advocacy journey

With a deeper understanding of customer behaviour, Gozney used these insights to improve performance across channels—driving higher ROI and more efficient growth.

Stop leaving word-of-mouth to chance

Gozney proved that advocacy is more than just a "nice-to-have." It is a way to find better customers without overspending on ads.

By treating your fans as a formal channel, you can turn random recommendations into a reliable stream of growth.

Hear from Gozney

“We’re already increasing revenue through brand advocates who spend more and introduce their friends. Now, we’re exploring how to use advocacy data to streamline our marketing channels, maximise efficiency, and drive even higher ROI.

The Mention Me platform helps us identify our best customers, understand what resonates with them, and drive more referrals — turning customer advocacy into a key growth channel for Gozney.”

Arthur Brunetti Digital Marketing Executive, Gozney