Client Spotlight: Cloud Paper

Up next in our Client Spotlight series is Cloud Paper, a company whose mission is to end deforestation. Cloud Paper sells 100% bamboo toilet paper and paper towels, saving thousands of trees in the process.

In their own words:

Cloud Paper is on a mission to end deforestation caused by traditional paper products. With every roll of our bamboo toilet paper and paper towels, we can help save trees! Cloud Paper was founded two years ago, and are now a hybrid-remote team of eight, headquartered in Seattle, Washington. We take care to be sustainable at every step of the process, from using FSC-certified bamboo, to zero plastic packaging, to 2x offsetting all carbon emissions from transportation, all the way down to little details like using a cornstarch-based glue to attach the roll to the inner core. We deliver anywhere in the continental USA, and we hope you will give us a try!

Cloud Paper breaks with the traditional “Give X, Get Y” referral program mold by offering to plant trees as a reward instead. Advocates can give their friends $5 off, and when their friend makes a purchase, Cloud Paper will plant five trees. We love this unique incentive structure - Cloud Paper knows their customer base is eco-conscious, so they’ve offered a reward that they know will be attention-grabbing.

But that unique structure didn’t come out of thin air, nor did their original referral program use Conjured Referrals to power it. Cloud Paper first launched a “Give $5, Get $5” referral program using ReferralCandy under the hypothesis that “environmentally-conscious folks who buy bamboo toilet paper are also the type to want to share it”. Wanting to A/B test their program’s incentive structure, Cloud Paper installed Conjured Referrals to run a concurrent referral program with the advocate incentive of planting 5 trees, rather than receiving a $5 discount.

According to the Cloud Paper team,

[I]t turns out you can't run more than one offer at a time on ReferralCandy, so I used Conjured to run the tree-planting incentive. We saw +200% more referral shares with the trees/Conjured program. Also, it seems like I can have more than one campaign at a time on Conjured[…], so that's another plus. We publicize it in our website & email footers, and have sent two dedicated emails. So far it is working great!

Cloud Paper is an excellent example of how brands should run their referral program. They had a hypothesis for what would resonate with their customer base, and iterated on it to find the structure that would be right. They’ve spent time crafting their messaging, and are actively promoting the program.

Their messaging is so strong that in the course of chatting with them for this article, we became customers ourselves. Now all that’s left is for us to go refer all our friends!

If you’re interested in being a part of our Client Spotlight series, contact us!