Taking AllSaints to the next level
AllSaints approached us and asked us to review their current
affiliate programme to scope any potential for improvement. An
in-depth audit confirmed that a hands-on approach to affiliate
management would greatly increase the programme performance; and
that's what we did.
In their UK capacity, we implemented a number of changes to
restructure the affiliate management into a programme with more
direct communication and interaction with affiliates. We developed
a new tiered commission structure, a carefully tailored incentive
plan, an aggressive recruitment strategy and added regular
communications with affiliates, as well as new and more effective
creative strategies. Our efforts ensured that the affiliate
marketing programme was successful in exceeding its potential.
The Potential Overseas
Launching the programme in the US presented an entirely
different and exciting challenge. After careful research and
planning, we implemented a strategy which would take into account
the limited brand presence AllSaints has in the US.
Thanks to our thorough research, we were able to hit the ground
running in terms of revenue by developing the correct mix of
affiliates to complement and enhance brand presence.
By employing a tailored recruitment strategy and an aggressive
commission structure , we were able to recruit over 80 high profile
and influential affiliates before the programme officially
launched. Building on this, we created exclusive deals and tempting
campaigns for super affiliates to attain high traffic positions on
their sites, newsletters and fashion blogs.
The Results
Our tailored incentive plan helped to increase brand awareness
within the affiliate community. Almost three and a half million
impressions were delivered within the first year alone.
Highlights:
- Uplift in performance was instant and we smashed 1st
year's revenue target by 173%
- The following year followed a similar pattern. AllSaints saw
year-on-year revenue increases of 75% and 188% for quarter one and
two
- Increased affiliate conversion rate by 72%
- A very happy client with a big ROI of 10:1