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Lulu Guinness – Affiliate Marketing

Performance Case Study

Who is the client?

Founded in 1989, when Lulu Guinness was 29, Lulu’s intention was always to be slightly outré and push boundaries. With the fresh concept of a briefcase for women, which quickly morphed into an idea for vintage style rose basket bags, the brand was born.

What did they want to achieve?

Lulu Guinness voiced that they wanted to improve their year-on-year figures, so Silverbean’s talented Affiliate team introduced an affiliate program with the purpose of improving the desired figures on a monthly basis. As such, the team must continuously think creatively and outside of the box to ensure new and positive campaigns are implemented in any given month to drive these year-on-year improvements.

How did we affect performance?

The Silverbean team analysed the situation, looking at potential affiliates to run promotions with, whilst discussing options for campaigns with the Lulu Guinness team. Lulu Guinness is very much a luxury brand, and in order to maintain their exclusive persona it would be detrimental to be seen as discount driven. With this in mind, Silverbean always took great care around the types of promotions and offers which were run, in order to preserve the exclusivity of the brand.

A little look into some of the figures shows how Silverbean’s quick thinking and strategy adjustment ensured that the goals were always top priority, a great example of this is May 2014. Half way through the month, figures via the affiliate program were not quite as positive as we had anticipated them to be. It was essential that we acted quickly, understanding that strong increases in the latter two weeks of May were required, to ensure our goals for the month were achieved.

Mid May figures show the year-on-year figures via the affiliate program were orders up by only 20% and sales were down by 29%

The Results

AS A RESULT OF SILVERBEAN'S QUICK THINKING AND STRATEGY ADJUSTMENT BY THE END OF MAY, RESULTS STOOD AT:

60%

increase in orders

38%

increase in sales

The affiliate team at Silverbean are constantly coming up with exciting innovative ideas that ensure they are always driving the program forward. They are proactive, organised, helpful, their communication is quick and they really are a pleasure to work with. The brand has always tried to push boundaries and Silverbean helps us to achieve this.

Tayyaba Malik
Head of Ecommerce

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