Gen3 collaborates with leading beauty brand for cost-effective content.

The Challenge

A skincare and makeup brand approached Gen3 Marketing seeking to increase top-funnel exposure and test content inclusions with tight budget constraints.

The goal included diversifying the existing publisher mix and making sure these new additions boosted top-of-funnel publisher contribution to total program revenue and clicks.

This challenge was significant, as it required innovative affiliate marketing strategies to align with the client’s objectives and market demands.

The Gen3 Approach

Gen3 Marketing devised a tailored strategy and sourced proposals from content partners, focusing on publishers aligned with the client’s demographics, brand, and budget requirements.

After reviewing these recommendations, the team moved forward with a CPC campaign with Meredith. This was mainly due to strong alignment between audiences and titles (In Style, Real Simple, Fresh Finds), the guarantee of traffic being sent to site, and tracking being switched out to regular CPA links post-campaign (meaning the content would live on indefinitely).

Key strategic elements of the collaboration also included gifting products to editors and providing brand, product, and promotional details. This dual approach guaranteed that editorial content was both educational and primed for maximum conversions.

The Results

• The campaign exceeded expectations, driving $5 ROAS (vs. $1 ROAS goal) and surpassing the click goal by +230%.
• Meredith emerged as one of client’s top revenue and click drivers during the test period and throughout the following year. Articles maintained momentum post-campaign, ultimately generating 26% of total yearly incremental revenue.
• The initiative led to significant improvements in top-of-funnel revenue and click contribution, outperforming the targets set by the client.

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