Home Depot: Driving Affiliate Revenue Growth with a Flat Budget
68%
Increase in revenue YoY
69%
Reduction in cost YoY
45%
ROAS increase YoY
The Challenge
Home Depot came to Gen3 with a simple, yet difficult, challenge — Develop a program that could support revenue growth with 0% budget growth YoY.
The Gen3 Approach
Gen3 developed a 4-pronged approach to cost-savings:
- Restructured the baseline, moving to a tiered commission strategy by publisher type, while customizing individual publisher commission based on their value proposition.
- Moved to a SaaS fee network, migrating from CJ (% of sales/commission) to impact (fixed yearly fee).
- Creatively leveraged CPA in multiple ways:
- Secured high-impact placements by reinvesting commission cost savings.
- Successfully negotiated high impact CPA-based exposures with a top loyalty publisher.
- Leveraged short-term, attractive cashback on seasonally relevant categories.
- Integrated SKU-based tracking to support category cashback.
- Removed the #2 revenue-driving publisher (coupon browser extension) from the program:
- Coupons are never available for customers.
- Sales were being misattributed.
- Commissions were being wasted.
The Results
- 68% Increase in revenue YoY
- 69% Reduction in cost YoY
- 45% ROAS increase YoY
- 0% Increase in publisher commission costs
More case studies
How a Global Consumer Tech Brand Restored Trust with a Performance-Driven Launch Strategy
How a global consumer tech brand restored trust with a performance-driven launch strategy.+125%Affiliate Commissions (Launch Week)+37%Avg. Order Value (YoY)15Media PlacementsThe ChallengeA global consumer electronics brand faced a pivotal product...
How performance PR and affiliate marketing drove scalable growth for a prestige beauty brand
How performance PR and affiliate marketing drove scalable growth for a prestige beauty brand.1,000%+Clicks (YoY)1,000%+Orders (YoY)79%New CustomersThe ChallengeA prestige beauty brand with a strong foothold in lash and brow care set out to expand...
How Venchi Scaled US Affiliate Revenue by +27% While Cutting Partner Costs by 40%
How Venchi scaled US affiliate revenue by +27% while cutting partner costs by 40%.+27%Revenue Growth (YoY)+115%Increase in ROAS40%Reduction in Partner CostsThe ChallengeVenchi, an Italian premium chocolate and gelato brand founded in 1878, has spent...