How Gen3’s strategic finesse reshaped a beauty brand’s affiliate campaign.

The Challenge

The brand set a goal to achieve a 10% contribution target while adapting to significant shifts including:

• The launch of its products on a major third-party retail platform, which altered existing affiliate traffic and conversions.
• The transition of influencer partnerships from third-party affiliates to an in-house management system.

An initiative to clean up sub-affiliate networks, aimed at improving the quality of partnerships, albeit with initial impacts on revenue.

The Gen3 Approach

Gen3’s strategy was multifaceted and tailored:

• Prioritized strategic placement and investments in key affiliate networks to enhance visibility and impact.
• Launched new publisher initiatives to recover and boost revenue potentially lost due to the changes.

Focused on cultivating high-quality publishers to strengthen the sales funnel from awareness to purchase.

The Results

The strategic adjustments resulted in significant achievements:

• A reduction in costs by 66% year-on-year, with a decrease in gross revenue by 32%.
• A substantial increase in ROAS, moving from $6.21 to $12.53.
• Successfully met the contribution target of 10%, aligning with the brand’s strategic financial goals.

Disclaimer

All results include the entire year’s network fees, though the data pertains only to the first half of the year. Metrics are based on the brand’s preferred analytics platform, with cost data derived from internal records.

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