OKA Direct: Standing out from the crowd
For those with only 30 seconds, this is what we achieved:
Over 12 months, we:
- Increased the brand’s overall revenue by 105.2%
- Grew the brand’s affiliate program to generate 12% of all online sales
- Increased brand awareness through the affiliate channel, leading to 178.3% increase in direct revenue
- Leveraged tools and tech to convert upper-funnel content affiliates
Who is the client and why did they come to us?
Industry: Home & Garden
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 program was underperforming, leading to disappointing revenue. Team Silverbean’s primary mission was to fast-track the program through building relationships with specific content publishers and influencers leading to a robust affiliate mix.
So, what did we do?
Brand protection at its best
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.
Content is king
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.
Levering top tech and tools
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.
What outcomes were achieved?
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 program.
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 program.