Our research revealed that the program had lacked any proactive campaign management.

Without an affiliate manager talking, and posting, about why Peacocks is such as success story then affiliates had no reason to promote this program over other competitive fashion affiliate programs.  There was also no product feed or recruitment plan.

So what did we do?  The first port of call was to overhaul the entire program’s collateral. We rewrote the vague terms and conditions, designed new promotional materials and developed a product feed.

Next steps were to get the affiliate community excited about the brand and its positioning via emails and forum posted.  This boosted the number of affiliates applying for the program by 400%. Our policy of always giving affiliates a fast and courteous response to all their enquiries ensured a positive buzz started to surround the programme.

Next was a recruitment drive to encourage the top retail SEO, PPC, cashback and social media affiliates.

This recruitment is not done through affiliate forums – it relies on our personal relationships with these affiliates and what.  We know their business models, what sectors they specialise in, their promotion activities and more importantly how their activities dovetail into our client’s online marketing mix. Finally, all of our activity was supported with an exciting 12 month incentive plan that rewarded all tiers of affiliates.

Highlights:

• We doubled the projected revenue.
• Double digit ROI.
• We have four times as many quality affiliates on the program.
• We were finalists in Excellence in Retail for the A4U Awards.
• Oh – and a delighted client.

PPC Solution

Since taking over the Peacocks PPC contract, the account has been totally rebuilt and redeveloped so that it works in an efficient and easy to use manner.

The whole structure of the account was changed in order to align keywords and ad copy and so that it mirrored the structure of the Peacocks site.

This not only helps to run the account on a day to day basis but it also makes it easier to quickly make additions to the account when Peacocks add a new range or category.

Highlights so far:

• Delivered revenue over 80% above the clients targets.
• Improved PPC conversion by 40% in 12 months.
• Cost per click dropped to less than 10p.
  

Obviously we wanted to tap into current trends but one of the challenges with fashion brands is that what is hot in one season, is not the next. Another factor is that Peacocks introduces 30 to 50 new women’s wear lines every week!

So in terms of devising a SEO strategy - optimising the site for the most topical terms was not really an option. 

SEO Solution

We decided that if we were going to hit our targets we had to chase high volume, generic keywords. The most relevant phrases were “women’s clothes” and “cheap women’s clothes”.

The challenge is that these are fiercely competitive terms with 84m and 144m competing web pages respectively.  We knew it would be tough. We based our strategy around a combination of on-site SEO enhancements, link development via a mixture of directory submissions, online PR, article submission, blog-ring creation as well as targeting blog links from the fashion sector.

We also raised Peacock’s profile within numerous social media networks related to the fashion industry. The results of this bold campaign are something we are really proud of.

Highlights so far:

• Number one in Google for “women’s clothes’ and ‘cheap clothes’.
• Number two in Google for “cheap fashion”.
• Number three in Google for “clothes”.
• Natural search generated over 1.5m visitors.
• Revenue from natural search increased by 255%.
• Sales increased by 275% year-on-year increase.
• Our non brand keyword phrases produced 10 times more revenue than the year before.
• ‘Maternity’ revenue increased by 1400%.
• ‘Jeans’ revenue increased by 1200%.