Dotdigital Group plc (AIM: DOTD), a leading SaaS provider of customer experience and data platforms (CXDP), has acquired Social Snowball Holdings, Inc., a US-based influencer, affiliate, and referral marketing platform, for $35 million USD. This acquisition strengthens Dotdigital’s position as a one-stop shop for cross-channel marketing automation, integrating influencer marketing into its product stack.
Dotdigital acquires Social Snowball for $35M, with $20M initial cash and up to $15M earnout.
Social Snowball serves 1,500+ Shopify customers, including G Fuel and True Classic.
Enhances Dotdigital’s CXDP with analytics-driven influencer marketing tools.
Addresses rising paid media costs and iOS privacy challenges with data-driven strategies.
Social Snowball reported 200% revenue growth to $3M in 2024.
Aligns with Gen Z’s demand for authentic, values-driven engagement.
Dotdigital’s acquisition of Social Snowball, founded in 2020 by Noah Tucker, integrates influencer, affiliate, and referral marketing into its CXDP, enabling brands to leverage first-party data for authentic, performance-driven campaigns. “The creator economy isn’t just about awareness anymore, it’s about revenue,” said Milan Patel, CEO of Dotdigital. Social Snowball’s platform automates onboarding, tracking, and payouts, offering clear ROI visibility through advanced analytics.
With iOS privacy updates limiting traditional paid channels and rising media costs, brands are shifting to cost-effective, data-driven acquisition strategies. Social Snowball’s platform, serving over 1,500 Shopify customers, turns prospects and influencers into brand advocates, aligning with Gen Z’s preference for trusted, community-driven content. The acquisition, valued at £25.5M (initial £14.5M cash, up to £11M earnout), enhances Dotdigital’s Shopify ecosystem presence.
Social Snowball reported a 200% revenue increase to $3M in 2024, with run-rate revenues exceeding $5M at acquisition. The deal is expected to be immediately earnings-enhancing, supporting Dotdigital’s $353M market cap and $106M trailing 12-month revenue as of December 2024. However, posts on X note a recent share price dip from 80.6p to 71.95p, with some skepticism about the $35M valuation.
Noah Tucker will continue leading Social Snowball within Dotdigital, ensuring cultural and technological alignment. “From the start, it was clear Dotdigital was the perfect fit for our team,” Tucker said. This acquisition follows Dotdigital’s 2023 purchase of Fresh Relevance, reinforcing its strategy to expand its CXDP capabilities and tap into the $5.77B affiliate marketing software market by 2032.
Dotdigital’s acquisition of Social Snowball positions it to lead in performance-driven influencer marketing, empowering e-commerce brands to drive scalable, authentic growth.
Founded in 2020 by Noah Tucker, Social Snowball is an influencer management platform designed to help e-commerce businesses accelerate growth by turning prospects, customers, influencers and affiliates into brand advocates who promote products in exchange for commission or rewards. In doing so, brands can create a highly effective marketing channel that expands reach, builds trust through third-party advocacy, and drives measurable results without significant upfront investment.
Social Snowball automates the onboarding, tracking and payout processes for brand advocates, enabling scalable, performance-driven affiliate marketing programmes that drive new customer acquisition and revenue, all from a single control center. A key competitive advantage of Social Snowball is being built from the ground up with analytics at its core, enabling brands to measure and track when influencer, affiliate and referral activity converts to revenue, allowing clear ROI visibility beyond just clicks and views.
Dotdigital Group plc (AIM: DOTD) is a leading provider of cross-channel marketing automation technology to marketing professionals. Dotdigital’s customer experience and data platform (CXDP) combines the power of automation and AI to help businesses deliver hyper-relevant customer experiences at scale. With Dotdigital, marketing teams can unify and enrich their customer data, identify valuable customer segments, and deliver personalized cross-channel customer journeys that result in engagements, conversions, and loyalty.
Founded in 1999, Dotdigital is headquartered in London with offices in Manchester, Southampton, New York, Melbourne, Sydney, Singapore, Tokyo and Cape Town. Dotdigital's solutions empower over 4,000 brands across 150 countries.
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