Wickes Integrated Affiliates Marketing Campaign

How do you produce 5 years' of sales in 12 months? A target-smashing affiliate marketing campaign that grips people's attention.


Irresistible integrated affiliate campaign drives online growth and sales

DIY brand, Wickes, wanted to expand their online presence to attract new customers and drive sales. So we developed an affiliate campaign that easily integrated with their existing PPC, SEO and email strategies. It focused on convenience, quality, price, range and delivery – Wickes’ key promises. Our striking creative, effective product feed and rewarding incentive plan for partners set us apart and made affiliates take notice.


The Big Number

Revenue targets smashed by 230% in the first year

To say the first year of the campaign was a success is a massive understatement. In just 12 months, it helped Wickes recruit over 1,000 top-quality affiliates and shatter revenue aims by a staggering 230%. This equated to five years of sales in just one year. But we didn’t stop there. In the second year of the campaign we doubled the size of their affiliate programme.



Stand-out affiliate campaign sparks partners’ interest

Our research pinpointed where competitors were gaining the most ground with publishers and platforms. So this was our starting point. To stand out to affiliates in a crowded market, we offered attractive incentives like free delivery and an enticing commission – along with a dependable route to get customers buying. The result? Over a thousand leading DIY specialists flocking to be part of our affiliate programme.



Executing an integrated digital strategy is teamwork

A strategy is only as good as its execution. So we worked with other teams to reinforce Wickes' ability to go forward. Along with developing the affiliate campaigns, we helped the copywriters at Wickes tie the messaging together. We also used insights from PPC and email marketing to structure our approach in an informed way. Using product level tagging to deep-dive into what was doing well, let us continually adapt and improve the campaign. This evolving marketing approach drove results across the board.


Big Numbers

14:1 – A Winning Return on Investment

The campaign resulted in a 14:1 Return on Investment. In other words, for every single pound Wickes gave us, we made them 14. Our thorough understanding of their promotional activity and aims meant we could select the right mix of top retail SEO, PPC, cash-back and social media affiliates. Revenue targets were smashed by 230% in the first year and the programme swelled to double the size the next year. The icing on the cake was when the campaign was also nominated for Best New Merchant at the A4U Affiliate Awards.