We drove a revenue uplift of
Year-on-year revenue for one evergreen content placement grew by
When the brand first began working with Silverbean, their affiliate programme had been live for approximately a year but lacked active management and strategic direction. The programme featured a small number of partners, around 5, predominantly low-quality, with Skimlinks being a notable inclusion. This setup resulted in minimal, inconsistent revenue generation and limited opportunities for growth, particularly in the desired content space, which the client identified as their main objective.
The core challenge was multi-faceted:
The overarching goal was to transform this underperforming, unmanaged programme into a robust, high revenue generating channel, specifically focusing on quality content partners, all while navigating significant budgetary and operational constraints.
Our approach to transforming the brand affiliate programme was comprehensive and methodical, designed to rebuild from the ground up and drive sustainable, high-quality growth. The team implemented a multi-phased strategy, focusing on foundational setup, strategic recruitment, tailored incentives, and continuous optimisation.
Upon onboarding in March 2024, the team’s first step was a thorough audit and overhaul of the existing programme. We immediately scrapped half of the low-quality partners, reducing the active base to just two, and began rebuilding with a focus on quality and strategic alignment. Key administrative tasks included:
A critical step was overhauling the brand’s commission structure. The previous flat rate primarily appealed to coupon and deal partners but held little appeal for content creators. While traditional affiliate partners remained at standard rates, it was agreed that content partners would start at a new, competitive tier, with flexibility to increase commissions during onboarding or key promotional periods. This higher rate for content partners was designed to compensate for the lack of budget available for upfront placement fees.
Coupon Partners: Offered a lower-tier rate to reflect their role in the funnel and maintain profitability.
Cashback & Loyalty Partners: Positioned in a mid-range tier to encourage continued support while aligning with ROI goals.
Content & Influencer Partners: Assigned a higher commission tier to attract and reward quality content creation.
Orthotics Incentive: During peak holiday periods, the brand’s flexibility on orthotics margins allowed us to offer a particularly attractive commission to content partners, further incentivising promotion of these products.
This flexible and attractive commission structure was pivotal in drawing in high-quality content partners.
With the new programme structure in place, we initiated a focused recruitment drive. Our hit list primarily targeted content partners, with a handful of carefully selected cashback partners. A major hurdle was the brand’s strict anti-browser extension policy, which significantly limited our options, ruling out a vast majority (approximately 80% or more) of cashback/loyalty partners who rely on such extensions. For the few cashback partners considered, we had to ensure incrementality, focusing on those where users would actively seek the brand rather than relying on last-click attribution via a browser extension dropdown.
Despite these limitations, our focused outreach proved successful, adding 20 to 25 new partners to the programme within the first 30 days, all categorised and tiered according to their respective commission rates.
A significant volume of content began to go live shortly after the initial recruitment phase. A key driver of this organic exposure was Skimlinks, which we maintained at a competitive rate. We proactively engaged in outreach, sharing one page documents highlighting the brand’s evergreen product offerings and special deals, particularly during strong seasonal periods like Spring. This proactive communication helped ensure that publishers leveraging Skimlinks were well-informed and incentivised to feature the brand.
Given the lack of budget, securing paid content was a significant challenge and required building considerable trust. Approximately six months into the partnership, we successfully secured a paid placement with Honest Brand Reviews for $800. This was a strategic push and the only paid affiliate activity the brand has undertaken in 14 months with us. The justification for this investment was compelling:
This single paid placement with Honest Brand Reviews yielded a remarkable return on investment, validating the strategic decision.
One of the most impactful successes came from an organic placement with Runner’s World. While we didn’t pay for the placement, our team had proactively reached out to their team on several occasions, providing information on the brand’s offerings. This proactive engagement, combined with the attractive Skimlinks commission rate, contributed to their organic pick-up. A single article from Runner’s World performed incredibly well, a testament to the power of organic exposure when the programme is well-prepared and incentivised. The piece has since been revamped, leading to a significant resurgence in revenue and orders.
Beyond recruitment and content outreach, we intensified our communication strategy with partners. We increased our newsletter frequency from the standard two per month to four or five for several months, particularly focusing on seasonal promotions and new product launches. A key refinement was breaking out newsletters by category (footwear and orthotics) to provide more tailored and digestible information. This approach ensured that partners, who often quickly scan communications, received clear, relevant highlights, aiding their content creation and promotional efforts. Newsletters typically included imagery, direct product links and news of best seller re-stocks.
Over the course of the year, the brand’s trust in the team’s expertise grew significantly. Initially hesitant, they eventually allowed us to onboard certain coupon partners, including Capital One Shopping, despite its browser extension. This flexibility was crucial for diversifying the lower-funnel mix and driving incremental revenue, especially when combined with the higher upper-funnel content efforts.
Through strategic programme restructuring, targeted partner recruitment, content acquisition, and hands-on management, the brand’s affiliate channel has been transformed from a low-performing, unmanaged programme into a consistent and scalable revenue driver.
Since Silverbean took over the affiliate programme in March 2024, the brand has seen consistent and substantial growth:
Secured at zero cost through strategic outreach and programme credibility, this partnership continues to deliver impressive returns.
The brand’s affiliate transformation highlights the power of focused strategy, strong collaboration, and resourceful thinking, even with a limited budget. Key learnings that will continue to shape the programme moving forward include:
