How Gen3’s strategic finesse reshaped a beauty brand’s affiliate campaign for optimal growth and efficiency.

The Challenge

In the beauty industry, a brand faced new challenges within its affiliate marketing framework that necessitated strategic adaptations. In collaboration with Gen3, the objective was to effectively address these changes to maintain and enhance growth and optimize the return on ad spend.

The brand set a goal to achieve a 10% contribution target through it’s affiliate channel 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: 

• 66% Cost Reduction – Optimized spend while maintaining performance.
• 102% ROAS Improvement – More than doubled efficiency in return on ad spend.
• 10% Contribution Target Achieved – Successfully met 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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