New Balance

New Balance

When one of the world’s leading sports performance and lifestyle brands reached out to Silverbean to manage their Affiliate Partner Program, international expansion was the goal.

The Challenge

It was all about scalable expansion. Going global meant a re-assessment of the existing strategy, a review of partnerships and careful delegation of time. Along with taking the brand’s Affiliate Partner Program into nine new territories, we also aimed to reduce the affiliate program’s COS, which was sitting pretty high at an average of 15%.  

The brand made it clear that they wanted an agency to manage the expansion and drive incremental value alongside it, which was our primary focus.

The Goal

  • Reduce COS
  • Create a cost-effective channel
  • Increase revenue across their EMEA affiliate program
  • Expand the program from three to 11 countries

The Strategy

The Warm-up

The transition to a multi-country channel called for a number of strategic changes. Before making any big decisions, we carried out a full audit of the brand’s existing Affiliate Partner Program. By laying the foundations in a careful and tactical way, we could set our sights on long-term success, not just quick wins.

When Two Become One

The first big undertaking was the migration of all UK publishers from two networks to one. Bringing all the UK publishers to one network meant a more streamlined approach. We were also able to take advantage of our gold level partner status with one of the Uk’s leading affiliate networks. 

While migrating the publishers, we also carried out a cost-saving exercise to renegotiate all existing network contracts to reduce the override paid. This also helped to establish network SLAs to be followed going forward. 

Personal Bests

The commission structure needed our attention. The average CPA sat at 9-15%, which was far too high. By taking a critical approach to publisher performance, we were able to introduce some restrictions on the CPA being paid. 

In 2017, we worked hard behind the scenes to set the right foundations for the following year. Entering 2018 with an established affiliate network and reduced CPA was exactly what we needed to smash the global expansion in 2018.

Next Stop… Europe

In 2018, we added Sweden, Denmark, Spain, Italy, Portugal, Ireland, Belgium and the Netherlands to our management remit. As part of the global expansion, we worked closely with the merchandising teams to gain a better understanding of business needs and how the affiliate channel could help.

It was a busy year, to say the least. We ran exclusive promotions on high stock product, supported EOSS launch in all countries, supported seasonal promotions including Cyber Week, Christmas Countdown and more. 

And we still had time to bring new publishers into the fold in all existing markets.

The Results

  • YoY affiliate channel performance increased revenue by £1million
  • CoS reduced to an average of 7%
  • Network Overrides reduced from 25% to 13%, and from 30% to 20% 
  • Order active publishers boosted by 26%
  • Over 12,000 new data acquisitions from publisher competitions

What can we say? It was a success. By starting with a comprehensive audit, we were able to build the channel from the ground up. We boosted revenue, reduced CPA and increased orders… all while overseeing the brand’s Affiliate Partner Program expansion into nine new countries. 

Taking your affiliate program worldwide? Let us do the leg work, get in touch today.