Over 12 months, we:
Client: OKA
Industry: Home & Garden
Location: UK
Established in 1999 as an interiors mail order catalogue, OKA offers an entire range of products for the home, including sofas, upholstered furniture, dining tables and chairs, curtains, storage, beds, headboards and linen, rugs and lighting. OKA has developed into a multi-channel retailer, currently operating 11 shops across the United Kingdom, alongside a mail order, online and trade service.
The brand was facing a ‘plateaued performance’ challenge: the affiliate programme was underperforming, leading to disappointing revenue. Team Silverbean’s primary mission was to fast-track the programme through building relationships with specific content publishers and influencers leading to a robust affiliate mix.
To safeguard brand protection, we were strategic in our approach to building revenue via the affiliate channel. By building relationships with premium affiliates at all stages of the funnel, team Silverbean targeted upper-funnel publishers including luxury fashion and high-end furniture content affiliates, and lower-funnel publishers including established voucher code and cashback publishers. Not only did this ensure the preservation of OKA’s high-end standard and brand identity, it also established a strong affiliate mix.
With a focus on the brand’s upper-funnel partners, we developed a targeted content publisher strategy, recruiting key publishers to ensure the brand was being seen by their target audience. This included integrating with digital shopping platform ShopStyle, online fashion publication SheerLuxe and various smaller blogs to drive continued brand awareness and develop strong touchpoints throughout the consumer journey.
Finally, the Silverbean team supplied affiliate partners with all the tools they needed to promote the brand, including unique high-end content, bespoke offers and exclusive competitions. As part of our content publisher strategy, we researched and targeted niche affiliates to push traffic to the OKA website, converting them with ecommerce software Yieldify and Ve Interactive technology.
Over twelve months, our targeted approach increased total brand revenue growth by 105.2%, with over 12% of online sales generated by, and attributable to, the OKA affiliate programme.
Our work with key partners increased revenue by 70.1% over the same period, and OKA’s affiliate-only revenue increased by 178.3% YoY, showing the increase in brand awareness generated by our management of the affiliate programme.
