We conducted a critical review of the existing program activity to ensure maximum impact. This allowed the highest impact items to be identified and a roadmap created to elevate channel performance. To improve channel performance, we focused on four key pillars: brand fit, campaign reach, optimisation and technology.
The audit identified several publishers on the program that did not align with brand values, whether this was through their messaging, promotional methods or strategy. Team Silverbean reviewed and worked with publishers on an individual basis to ensure brand compliance. Where this could not be secured, we removed publishers from the program.
We tiered publisher recruitment according to size, impact and customer journey stage. This approach ensured there was an even-spread of publishers telling a consistent brand story across the customer journey.
Engaging with publishers on an individual basis, Silverbean secured premium placements, cost-effectively, with some of the largest publishers in Australia.
We worked with the M.J. Bale merchandise team to identify wider business objectives and how the brand’s SaaS platform could be used to support this. Through this, we developed a strategy to incentivise sales on overstock items without discounting the products.