Affiliate agility to cook up solutions for a global leader

We’re Problem Solvers

Background:

In 2023, a leading global cooking brand faced several growth obstacles, including updated policies that curtailed fruitful affiliate partnerships (which historically accounted for 40-50% of the channel’s revenue) from the summer months forward. Additional hurdles included a strict budget, ROAS limits, and rigid product pricing that took certain channels out of the mix.

The Goal

Despite the challenges, the brand wanted to maintain affiliate revenue and to lean on affiliate links to grow consumer awareness.

The Plan

DMi dug in by analyzing potential growth opportunities in our network of affiliate partners; these included opportunities to optimize existing partnerships and to expand effectively into new partnerships.

In the next phase, DMi introduced a revamped commission structure and more flexible CPA goals and identified several coupon partners and content partners who could help us drive growth. In each of these initiatives, we kept the brand’s equity at the forefront and made sure any partnership initiatives would benefit both the brand and the participating partner.

We had begun to adjust the brands commission structuring in early 2023 to find traction with publishers linking to third-party retailers including Amazon. Our recommendations for each publisher were based on performance analysis across our network, which generated four scenarios where we could increase CPAs, onboard new publishers, generate revenue increases, and stay within ROAS goals. Included in our analysis was an understanding of partners who would be especially effective using promotions for the holiday season – which resulted in optimization initiatives to drive growth with RetailMeNot and Savings United.

The Results

In the first half of 2023, with the benefit of a full suite of active affiliate campaigns, the brand achieved the following year-over-year increases:

13.3%

Revenue

26%

Orders

79.1%

Clicks

Content publishers alone produced the following year-over-year category increases:

165.9%

Revenue

256.4%

Orders

125.8%

Clicks

BACK TO OUR WORK