Acquire were tasked with the following key objectives for Oliver Brown when launching their first affiliate program:

• New Customer Acquisition – Achieve at least a 65% new customer rate via affiliate channels.

• Affiliate Channel Contribution – Drive 10% of overall digital revenue through affiliate partnerships.

• Quality partnerships – that drive incremental value, without discounting.

We implemented the following strategy to make the Oliver Brown launch a success:

Strategic Mid–Upper Funnel Targeting

Prioritized high-intent mid-upper funnel publishers—premium content sites, shopping directories, comparison engines (CSS), and loyalty platforms—to align with affluent London-based segments and significant purchase intent.

Consistent Brand Messaging

Ensured all affiliates articulated Oliver Brown’s heritage storytelling, British craftsmanship, and in-store personalisation, to preserve brand prestige across touchpoints.

Performance Monitoring & Optimisation

Deployed a data-centric approach:

• • Tracked real-time affiliate performance.

  • Reallocated budget dynamically toward the highest-performing publishers.

  • Emphasized quality over volume, focusing on mid-upper funnel partners delivering conversions.

We were all delighted with the incredible results achieved within 12 months!

• New Customer Rate: Achieved an impressive 81%, significantly exceeding the 65% target.

• Affiliate Contribution by Publisher Type: A remarkable 74% of affiliate-driven conversions came via mid-upper funnel, quality publishers across content, CSS/comparison engines, and loyalty platforms.

• Revenue Growth: Delivered +45% more affiliate-driven revenue than the initial target.

• Monthly Contribution: Affiliate channels consistently drove 13% of digital revenue, outperforming the 10% target.

Focusing on high-quality partnerships, agile optimization, and consistent brand storytelling drove both immediate revenue gains and long-term brand equity.

• Audience Matching – Mid-upper funnel publishers reached high-value customers most likely to convert at full price and align with Oliver Brown’s heritage positioning.

• Quality over Quantity – Selective partnerships with reputable content, CSS, and loyalty platforms delivered efficient growth without diluting brand prestige.

• Agile Optimization – Continuous performance reviews and dynamic budget shifts amplified ROI.

• Consistent Messaging – Harmonized affiliate creative ensured brand storytelling remained authentic and premium across every touchpoint.

This campaign enabled Oliver Brown London to not only exceed its affiliate KPIs but also reinforce its luxury positioning. By prioritising new customer growth through trusted, high-intent channels, the brand extended its digital reach while preserving its heritage and exclusivity – driving both immediate conversions and long-term brand value.