Putting a charge in acquisition
for an electronics leader
Background:
A consumer electronics provider focusing on mobile accessories, audio equipment, and more partnered with DMi’s affiliate team in July 2024.
The Goal
The brand’s primary goal for its affiliate program was to drive sales with new customers on its website and Amazon.com. A previous agency partner had under-performed on new-customer acquisition and had not been able to get several dormant existing partner relationships activated. The brand approached DMi to architect a more strategic approach that would focus its resources on incremental sales and engagement from net-new audiences.
The Plan
To expand the brand’s reach and attract new customers, DMi’s dedicated Account Strategists and Partnership Development team devised a strategic plan to engage new publisher audiences. This approach had two key components: forging relationships with entirely new publishers and reactivating dormant publisher partnerships that had previously generated no revenue under the former agency’s management.
The brand’s line of refurbished products strongly appealed to budget-conscious shoppers, offering competitive pricing and compelling consumer incentives. Leveraging these strengths, the DMi team conducted targeted outreach to key partners, emphasizing the brand’s value proposition to secure high-visibility placements. This strategy not only earned the brand organic exposure on top-performing editorial sites but also generated enough momentum to secure coveted homepage placements.
To further expand the brand’s presence in the upper funnel, DMi strategically leveraged its existing media coverage and brand credibility to spark interest among premium partners, including The New York Times’ Wirecutter.
Once Wirecutter was on board to provide placements, DMi aligned with both the brand and Wirecutter on an exclusive deal test during peak holiday season, which solely focused on driving volume to the brand's site. The exclusive deal coverage, promoted both on the Wirecutter site and through social media, featured deals on two popular products. Wirecutter ran these deals initially in November and agreed to replicate the initiative in December based on the success of the initial campaign.
The Results
25
In all, DMi has helped recruit and onboard 25 net-new partners for the brand, including VOX (The Strategist, The Cut, PopSugar, Thrillist), Linkby, DailyMail, The Wall Street Journal, and Gizmodo.
3,100%
Activating Wirecutter drove a 1,204% increase in revenue, a 3,100% surge in orders, and a 429% boost in site traffic, with 97% of sales coming from new customers.
16,738%
Editorial deal partners drove a 16,738% year-over-year revenue increase, with 92% of orders coming from new customers during this period.
57%
Overall, DMi’s affiliate team drove 57% more revenue for the brand than the previous agency had driven in the same period the year prior.
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