To hit the ground running, we reviewed the affiliate programme and strategised ways to boost revenue sustainably in order to meet the business target revenue increase. At its core, the programme needed a wide and varied affiliate mix. This would ensure that Charlotte Tilbury wasn’t relying too heavily on one part of the affiliate partner funnel. We also focused our attention on improving the number of click and order active affiliates on the programme, which would help us to drive significant revenue growth.
We also needed to ensure key product launches and collections were promoted at the right time – and by the right affiliates and influencers. This required in-depth knowledge of the channel and the different types of publisher, and attention to detail when hand-selecting the affiliates chosen to take part in launches. The objectives posed us an exciting challenge, and one we were more than ready to take on!
To begin with, we looked to expand the affiliate mix, recruiting key affiliates and publishers relevant to the client and the beauty sector. We also introduced the Silverbean Influencer and Blogger Outreach service to the client:
We developed an outreach plan for bloggers, which was approved by the Charlotte Tilbury marketing team. Upon launch, we gifted key affiliates, which allowed us to either re-engage publishers with the brand or recruit new publishers to the programme. The gifts included newly-launched lines, as well as core hero products such as the bestselling Pillow Talk lipstick. We built a whole campaign around the Charlotte Tilbury Advent Calendar too, which created a real buzz on Instagram.
This was one of several ‘quick win’ opportunities that team Silverbean used to drive the affiliate programme forward, quickly, but while also adding significant long-term value.
In addition, we focused on specific fashion aggregator sites, where we negotiated CPA increases in exchange for more exposure. This enabled us to grow brand awareness while increasing revenue from the elevated exposure. We also worked with third party networks; ensuring the recruitment of publishers using this form of technology was fully optimised.