The programme saw year-on-year growth of
Newly on boarded partner now drive significant portion of sales, accounting for
AG1 is a leading daily nutrition brand providing an all-in-one greens supplement designed to support energy, focus, and overall wellbeing. Built around a loyal subscription base, AG1’s audience spans wellness enthusiasts, athletes and professionals seeking long-term, holistic health benefits.
As a global digital brand with a strong direct-to-consumer model, AG1 needed an affiliate strategy capable of deepening brand advocacy, driving incremental subscriptions and showcasing value without reliance on heavy discounting or promotional dependency.
When Silverbean began working with AG1 to launch the UK affiliate programme, the channel got off to a strong start. As the initial launch phase settled, the team was ready to explore more advanced opportunities to drive the next wave of growth. Partner recruitment naturally slowed, performance gains levelled out, and it became clear that a more strategic approach was needed to support AG1’s ambitious targets.
Despite a strong brand identity, AG1’s affiliate recruitment and growth progress slowed. The existing partner network was small and overly reliant on a limited number of closed-user and loyalty groups. With little new recruitment or testing, sales were being driven by the same few placements month after month, creating diminishing returns and minimal incremental value.
The brand operated with significant budgets but demanded measurable ROI across every campaign. However, the lack of variety in partner types and promotional strategies meant it was difficult to demonstrate growth beyond baseline activity. AG1 needed a more agile model, one that could show clear uplifts without sacrificing efficiency or profitability.
Operating in the crowded wellness and supplement space, AG1 needed to differentiate its affiliate proposition from similar brands competing for the same audience. The challenge lay in attracting credible, health-conscious publishers while maintaining control of spend and ensuring that promotional activity reflected the brand’s premium positioning.
To overcome these hurdles, the affiliate programme needed to evolve from passive maintenance to proactive growth, with a focus on strategic partnerships, targeted recruitment and sustainable efficiency.
The goal was clear. Reinvigorate the channel by re-establishing momentum, expanding reach through quality partnerships, and proving that affiliate marketing could deliver sustainable, incremental growth.
Silverbean focused on identifying and onboarding high-quality partners capable of delivering volume and value. One standout example was the introduction of Airtime Rewards, a new partnership that aligned with AG1’s target demographic and drove a step-change in performance.
Without increasing investment, the team successfully repositioned the channel for growth by focusing on partners who could provide both scale and engagement. Through tailored communication, AG1 was able to secure premium exposure and consistent sales momentum without relying on incentives or discounts.
To build sustained momentum, Silverbean implemented a clear partner strategy based on continuous optimisation. Regular analysis identified underperforming relationships and prioritised those delivering the highest ROI. Testing and learnings were used to inform incremental improvements each month, ensuring the programme grew consistently rather than in short bursts.
The approach was rooted in performance accountability. By tracking partner-level contribution and refining commission structures, Silverbean ensured that growth was both scalable and cost-efficient. The team balanced the introduction of new partners with the optimisation of existing ones, achieving stronger performance without exceeding budgetary limits.
AG1’s affiliate success was underpinned by open communication between Silverbean, the client and its key partners. Through regular check-ins and data sharing, the entire ecosystem worked towards a shared goal: consistent, efficient growth across the year.
The renewed focus on partner activation and strategic collaboration delivered strong, measurable results:
The partnership with Airtime Rewards proved particularly successful — driving substantial incremental sales and helping AG1 achieve its most efficient cost-per-acquisition to date. The channel’s transformation established a strong foundation for future expansion and reinforced affiliate marketing as a reliable, scalable growth driver for the brand.
Growth without greater spend
By focusing on smarter partner activation rather than higher investment, Silverbean proved that performance improvements can come from efficiency and precision, not just increased budget.
Collaboration fuels performance
Regular communication and transparent goal setting with partners like Airtime Rewards created alignment and accountability — turning affiliate relationships into true growth partnerships.
Agility drives incremental value
Through ongoing optimisation and testing, the programme stayed responsive to data insights and seasonality, ensuring sustainable momentum throughout the year.
Strategic recruitment transforms results
Introducing the right partners at the right time revitalised AG1’s programme. A targeted recruitment strategy diversified performance, reduced reliance on existing partners, and unlocked significant year-on-year growth.
