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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.

Home Depot Challenge One Image
Home Depot Challenge Two Image

Action

Gen3 developed a 4-pronged approach to cost-savings:

1. Restructured the baseline, moving to a tiered commission strategy by publisher type, while customizing individual publisher commission based on their value proposition.

2. Moved to a SaaS fee network, migrating from CJ (% of sales/commission) to impact (fixed yearly fee).

3. 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.

4. 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.

Results

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68%
Increase in revenue YoY.
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69%
Reduction in costs YoY.
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45%
ROAS increase YoY.
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0%
Increase in publisher commission costs.

See more case studies

Paula’s Choice: A Turnaround Story

Paula’s Choice: A Turnaround Story

ChallengePaula’s Choice Skincare works with a big variety of publishers. With a focus on content publishers and influencers, they see value in working with all types of affiliates. However, Paula’s Choice was facing a rapidly fading affiliate program. Having had a...

Looking for OPM Pros?

Gen3 Marketing is excited to announce the unification of all its acquisitions into a single entity.
OPM Pros, AffiliateManager.com, Optimus-pm, and OAK Digital have united with Gen3 Marketing to form the largest independent affiliate agency in the world.
Through this integration, Gen3 Marketing will operate as a unified digital agency with a primary focus on the successful execution of affiliate partnerships and online marketing campaigns.
Now more than ever, our strategy will leverage proprietary data and established relationships to achieve industry-leading results.