Following the successful migration of Dormeo’s affiliate programme back in 2019, our next task was to build on our fantastic results and drive the campaign even further. We were given the goal of delivering a 2,700+% return on ad spend while keeping the cost of sale below 5%.

Our results

average yearly ROAS
average yearly COS

The exposure we gained for Dormeo meant our client could rest easy knowing their campaign was in good hands. While our initial goal was to provide a ROAS above 2,700%, we delivered an average yearly ROAS above 3,400%. We exceeded COS expectations too, delivering an average yearly COS of 3% — much less than our original 5% target. These great results have continued even beyond the pandemic and we’re now driving Dormeo’s international campaigns.

Our solution

The online shopping boom over the COVID-19 pandemic posed a great opportunity for digital marketers. We knew that more people spending time at home meant more people shopping online, and this meant a larger demographic searching for deals and product reviews to help them with their online purchases.

After working closely with Dormeo for many years, we’ve come to know their brand and objectives inside out. One of the brand’s key USPs is the quality and innovation of its product offering, so we designed a strategy that would allow us to leverage this selling point to acquire new customers through product reviews. This tactic would minimise reliance on discount codes and provide a more profitable outcome for our client, while also gaining them excellent exposure on top publications.

To achieve this, we turned to our extensive contact list. We’ve developed a long list of strong partnerships over the years, which allowed us to get Dormeo featured on various high-profile sites like The Independent, Expert Reviews, and Ideal Home. We were also able to branch out to a wider, yet still highly relevant, audience of tech enthusiasts. By promoting Dormeo’s innovative mattress designs and NASA-developed memory foam, we obtained a product review on prominent tech and review site T3.

When we joined Glass Digital, the majority of our affiliates were low-level voucher code sites. We now work with a variety of high-quality partners who not only drive sales but support our wider branding and marketing efforts. The team pay a high level of attention to the campaign, looking for ways to maximise conversions and profits, and regularly present new recruitment opportunities.

Jack Crawford, Digital Paid Media Lead at Dormeo

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