Bhs: A dynamic brand gets dynamic results

Our main focus for this project was to deliver a successful campaign in which affiliates matched the specific values held by Bhs. The launch of the revamped Bhs website and a wider product range meant Bhs was in the perfect position for a brilliant affiliate programme; and one that would reap quite a few rewards.

As we were already managing Bhs' paid search campaign, we were in a great place to select the best suited affiliates to complement the brand's other online activity. We launched the programme on two networks to ensure as wide as possible access to affiliates and their audience.

The affiliate promotional strategy was dynamic, with both a rolling schedule of exclusive voucher codes open to all affiliates and exciting product launch incentives to high-traffic affiliates. With great care, we structured the affiliate marketing calendar to maximise seasonal demand. For example, the summer wedding incentive directly related to the launch of Bhs's new wedding range. We also created regular customised newsletters to make sure affiliates were aware of Bhs's very latest promotions and sales opportunities.

The key to success was a dedicated affiliate recruitment plan ensured super and high-traffic affiliates were signed up to the programme and actively promoting it. Bhs' online revenue increased by 60%, during the first two quarters the campaign was 113% over target, the programme was nominated for Best New Merchant at the A4U Awards and once again, we had a very happy client with a ROI of 14:1. They're happy, we're happy, everybody's happy.