MONNIER Frères US

The client

MONNIER Frères is a Paris-based, online only, luxury leather bag and accessories merchant, founded by brothers Jean and Guillaume Monnier in 2010. Their goal is to create the ultimate online destination dedicated exclusively to accessories.

Having launched the German affiliate programme for the brand, we were tasked with reviving the US programme for MONNIER Frères. With a focus on growing revenue and widening the affiliate reach, we took a proactive approach to driving performance after a period of inactivity and a lack of resource committed to the US market.

Our objectives

  • Achieve YoY growth in revenue.
  • Re-engage with existing publishers such as Lyst in order to build key relationships in the US.
  • Recruit key publishers identified as missing from the programme.
  • Enhance brand awareness not only with content publishers, but also within key channels such as Weibo and loyalty publishers.

Our approach

Strategic

  • GAP Analysis was undertaken in order to identify ‘quick wins’.
  • A full communication campaign was carried out with existing publishers, including personalised emails and newsletters outlining current offers.

Tactical

  • Silverbean conducted a full review of the affiliate mix for the US and highlighted key opportunities that MONNIER Frères could take advantage of. Key publishers like Shop at Home, Top Cashback US and Coupon Chief were recruited to the programme as a result of Silverbean’s gap analysis and well-established relationships.
  • Silverbean rolled out a blogger outreach strategy in the programme’s infancy, focused on seven key luxury influencers. We had long-standing established relationships with each, allowing for a streamlined recruitment process.
  • There was a clear focus on re-engaging with all existing publishers in order maintain/repair relationships and in turn, drive performance with all publishers.

The results

  • Increased contribution by 112% YoY.
  • 62% increase in revenue YoY in the first three months of partnership.
  • Grown partnership with key publisher Lyst by 108% since management of the programme versus the same period the previous year.

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