Spot & Tango
Technology partners grew this business exponentially.
Situation:
Brand subscriptions within the affiliate channel were consistently flat, while other channels were growing. We were challenged to look for opportunities to grow first time subscribers, while maintaining a strong CPA position.
Action:
We initiated a thorough review of subscriptions by publisher/type to identify opportunities to optimize our strategy as well as add new partners to the mix. In addition, we looked at website performance and recognized an opportunity to improve the user experience with strategically aligned technology partners.
Results:
By strategically adding technology partners, we were able to meet and exceed the brand’s expectations by driving a 38% increase in subscriptions YOY in the first 6 months, while also optimizing the user experience. The program CPA was stabilized through the efforts to optimize with our publisher partners as well.
Spot & Tango site >
Coastal Pet Products
Situation:
As an industry leading manufacturer and supplier within the Pet Accessories category, brand recognition and loyalty were very strong. In spring of 2024, Coastal Pet launched their Direct-to-Consumer program. The goal was to establish the brand with consumers by leveraging affiliate partnerships and enhancing their influencer marketing program as part of their overall eCommerce marketing plan.
Action:
We engaged with publishers that would offer reach as well as activation. Key technology partners were put into place to leverage the website’s growth, and we quickly saw positive results.
Establishing relationships with consumers that loved the brands and products was also a priority. We levered key content publishers and built monthly influencer campaigns to begin building brand awareness.
Results:
We established a strong position in the overall eCommerce growth through partnerships that have shown proven results. We grew to 3% of eCommerce in just the first month, growing to 13% by month four and continuing to be in a strong position at consistent 15% of eCommerce as we approach the end of the first year.
Strong partnerships, alignment on goals and a commitment to the process has proven success that continues to grow.
Coastal Pet Products site >
Launching this program with the right partners, at the right time allowed us to exceed all growth goals in the first year.
Peace Coffee
Within the first four months of the affiliate marketing campaign, we surpassed the set goals.
Challenge:
The coffee industry is highly competitive, with numerous established and emerging brands. Standing out and differentiating oneself from competitors can be a significant challenge. Gaining consumer attention, and raising awareness of the brand’s values, quality, and unique selling points requires strategic marketing efforts.
Action:
To increase awareness and gain a competitive advantage, we developed a customized, unique affiliate marketing strategy for Peace Coffee that laddered up to their key objectives for growth. We focused on key holidays and targeted the target consumers passionate about sustainability and ethical sourcing to drive awareness, enthusiasm, and consideration.
We collaborated with a diverse set of quality publishers and expanded Peace Coffee’s reach through reviews, content articles, appropriate loyalty platforms, and thoughtfully timed sponsored listicles. Our efforts included targeted marketing to specific demographics and markets that align with the brand’s values.
Results:
Exceeded Goals: Within the first four months of the affiliate marketing campaign, we surpassed the set goals. As a result, there was a shift in Peace Coffee’s media spend towards the affiliate channel, recognizing its effectiveness.
Over the first six months, the primary investment period for the affiliate channel, our efforts drove a notable 5% increase in eCommerce sales while opening up opportunities for the brand to leverage affiliate partnerships in other channels such as paid media and shopper marketing. This demonstrates the positive impact of affiliate partnerships in generating tangible results quickly.
Peace Coffee increased its reach, sales, and brand recognition. Results from the first months of the program launch demonstrated the effectiveness of this approach. With ongoing efforts and optimization, affiliate marketing will continue to drive even more substantial growth.
Peace Coffee site >
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