Big results for this British retail institution
Our 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 rewards.
The big number
The campaign delivered an overall ROI of 14:1
After the second quarter the campaign was 113% ahead of target. Due to careful management, we achieved returns of £14 for every £1 spent during the duration of the campaign.
The benefit of integrated thinking
We were asked to take on the affiliated campaign while we were already managing Bhs' paid search campaign. This meant that 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.
A fast-moving strategy
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 latest promotions and sales opportunities.
A noteworthy result
The key to success was a dedicated affiliate recruitment plan ensuring high-traffic, quality affiliates were signed up to the programme and actively promoting it. Bhs's online revenue increased by 60% during the first two quarters. The campaign beat target by 113% and the programme was nominated for Best New Merchant at the A4U Awards. As a result, we had a very happy client with a ROI of 14:1.