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

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 by 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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