Why we partnered with Customer First Digital...
Threadbare is a family-owned British direct-to-consumer brand with a focus on great quality pieces at great prices offering wardrobe staples from men's shirts, knitwear and denim to loungewear and sweats.
After launching our brand direct to consumers in October 2020, a strong customer acquisition approach was required. As part of this, we made the decision to partner with Customer First Digital, along with Rakuten Adverstising, due to their experience.
Our key objectives from the project included …
Objective 1: Deliver £53.8k revenue in the first 12 months
Objective 2: Deliver an ROI of £5.78 in the first 12 months
Objective 3: Minimum of 7.5% of overall revenue to be contributed
A strong collaborative approach was developed between Threadbare, Customer First Digital and Rakuten Advertising, with a clear strategic plan implemented at pace to support the Shopify affiliate programme.
What has been delivered so far…
Phase 1 - Accelerated Launch: A launch offer with higher commission levels was created to ensure publishers were recruited, engaged and actively promoting the programme. The top tier high converting publishers were the primary focus. All target affiliates onboarded by October 2021.
Phase 2 - Full Funnel Marketing: Threadbare has been open to working with a diverse range of publishers with a focus on upper and mid funnel content publishers and influencers which have contributed 24.5% of last click revenue.
Phase 3 - Reactivation Campaign: A campaign was launched to increase the number of traffic/sales driving publishers. An exclusive offer to promote the Threadbare brand was provided to more than 250 publishers and drove a 51.5% increase in traffic and 108.5% increase in sales.
Phase 4 - Peak Exposure Testing: The early stages of the programme relied on commission increases to gain exposure on publisher sites. With increased competition, we commenced testing with paid for exposure across three publishers, who offered different opportunities to support the customer journey (from awareness to conversion).
How Threadbare have benefited…
The strong partnerships formed and reactive decision making has enabled this fashion affiliate programme to significantly outperform forecast and continue to trend with positive Month on Month and Year on Year uplifts.
33%
INCREASE IN REVENUE
VS. THE ORIGINAL FORECAST
56%
HIGHER ROI
VS. THE ORIGINAL FORECAST
Judges Thoughts ...
The execution of the entry was excellent overall.
There was good adaptation of the strategy to business gaps, particularly the CSS partner involvement to compensate for PPC and the high commission launch offer to bring affiliates on board early.
There were clear objectives outlined in the entry. The strategy, execution and collaboration had good exploration into the whole funnel and B2B partnerships.
The judges commented on the good example of innovation with the work with Shopify and its personalisation and testing.
PMA Judges, May 2023
What we think…
"The affiliate programme is now one of our top revenue driving channels and this is because of the hard work and dedication that has been put into our affiliate programme by all involved. I am so proud of the success we have achieved so far and excited for what we have to come this year and beyond."
Natalie Pendlebury
Senior Marketing and Ecommerce Manager at Threadbare