Booghe is an online retailer offering a vast selection of toys, games, gifts, and collectables for children of all ages. As one of the fast-growing toys and games ecommerce retailers in the UK, Booghe was seeking to support their organic and paid search channels with a fresh affiliate strategy.
We took over Booghe’s existing affiliate marketing campaign in April 2022. The brand set us three core aims: reduce the COS, improve the affiliate mix, and raise brand awareness.
Our campaign for Booghe has driven great results in a relatively short time. We took on the account in April 2022, and by November and December of the same year, our client was recording an average ROI above 800% — a 308.2% increase from April 2022. Our client also recorded a COS at 6% by December 2022, representing a 75.5% reduction in just eight months.
Not only did our campaign deliver strong ROI and a significantly lower COS, but we also helped grow brand awareness via novel affiliate partners and high-profile sites, in line with the client’s objective.
[All stats show percentage difference between April — December 2022]
As we inherited this account from a previous agency, our first job was to comprehensively review our client’s existing campaign. We soon discovered several inactive partners and moved quickly to either re-engage them or break off the partnerships accordingly.
After the initial audit of existing partners, we conducted research to establish which new platforms would be most cost-effective for our client and started onboarding them right away. We worked closely with HotUKdeals — a key affiliate for our client’s sector — to feature best-in-market deals to their community. By taking care to select affiliates that aligned with our client’s key audiences, we could maximise traffic and brand awareness.
As diversifying the affiliate mix was a core goal for this campaign, we continually explored new partnerships to mix up Booghe’s affiliates as much as possible. We introduced new partners that would help introduce our client to brand new demographics, such as healthcare worker’s discount sites, shopping discoveries, new voucher sites, and dynamic page overlays.
We also successfully secured affiliate features for our client on high-profile media sites such as in The Evening Standard and The Independent on a CPA basis, which helped build brand awareness as well as driving conversions.
We also took care to run CSS activities on a CPA basis, so as not to interfere with any of their regular PPC activities. This reduced cross-channel cannibalisation and helped our client’s Paid Search and Affiliate campaigns to run in harmony.
The team always use fresh, innovative tactics that are tailored to our brand, and Karina and the rest of the team are a pleasure to work with. Communication is great and we always know what’s going on across every part of our campaign.