How a UK outdoor equipment brand achieved +52% revenue growth.

+52%
Revenue Growth (YoY)
+805%
Traffic Increase
+150%
Cyber Weekend Revenue Boost
The Challenge
A leading UK outdoor equipment brand sought to refine its affiliate marketing programme while upholding its premium brand positioning. Known for its high-quality, sustainable products, the brand had a strict policy against voucher codes and instead focused on exclusive closed-user groups to target a high-value audience.
However, with a new Gen3 account management team taking over in late 2024, several challenges needed to be addressed:
- Traffic Quality Issues: An +805% YoY traffic increase led to an -85% drop-in conversion rate, raising concerns about traffic quality.
- Sustainability Positioning: As a B-Corp-certified company, the brand had untapped potential to integrate sustainability messaging into its affiliate marketing strategy.
- No Discounting Model: Unlike competitors, the brand refused to engage in Black Friday discounting, requiring innovative incentives to remain competitive.
- International Expansion: With a network migration to the US and Canada, there was an opportunity to grow in new international markets.
- Brand Evolution: The company had transitioned beyond its original niche, requiring a refined messaging strategy.
The Gen3 Approach
To address these challenges, a data-driven affiliate strategy was implemented byt the Gen3 team:
Traffic Optimisation & Affiliate Expansion
- Conducted a traffic audit to eliminate low-quality sources, improving conversion potential.
- Expanded partnerships with cashback sites, closed-user groups, content affiliates, and Comparison Shopping Services (CSS).
- Secured over +50% YoY growth for the brand’s top affiliate publishers.
Sustainability as a Competitive Advantage
- Prioritised partnerships with B-Corp-aligned affiliates to reinforce eco-conscious branding.
- Developed a content-led approach, showcasing the brand’s sustainability initiatives.
Creative Cyber Weekend Strategy
- Introduced a gift-with-purchase (GWP) incentive, resulting in a +150% YoY revenue increase, proving a no-discount model can still drive sales.
Market Expansion & Brand Messaging Alignment
- Successfully facilitated a network migration to the US and Canada, expanding the brand’s global reach.
- Refined affiliate messaging to align with the brand’s broader outdoor equipment positioning.
The Results
The strategic affiliate marketing overhaul delivered outstanding performance improvements:
- +52% YoY revenue growth
- +36% increase in sales
- +12% uplift in Average Order Value (AOV), surpassing all other marketing channels
- +805% surge in traffic, with key sources optimised for higher conversions
- Conversion rate decline addressed, with a structured 2025 optimisation plan
- Successful expansion into the US and Canadian markets, strengthening international presence
- Record-breaking Black Friday performance, despite a no-discount policy
Looking Ahead
With a streamlined, high-performing affiliate programme, the brand is poised for further sustainable growth. Future priorities include:
- Further refining traffic quality and conversion optimisation
- Expanding the sustainability-focused affiliate approach
- Scaling Cyber Weekend success with innovative promotions
- Strengthening international expansion efforts
By prioritising long-term brand equity over short-term discounts, the brand has developed an affiliate marketing strategy that is both commercially effective and aligned with its premium sustainability-driven positioning.
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