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%. Dormeo also wanted to reduce their reliance on discount codes to protect margins during a tough economic climate. The last few years have delivered their own unique set of global economic challenges, but it was nothing our expert Affiliate team couldn’t handle.

Our results

average yearly ROAS
average yearly COS
of overall online revenue from affiliates
average ROI in 2022

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.

While 2022 brought about the cost of living crisis, our focus on deal sites meant our contribution to Dormeo’s overall online revenue still increased by 1.7%, bringing it to a total of 11.28% since the beginning of the campaign. Seeing an affiliate contribution increase like this, among a drop in overall performance as a result of the crisis, shows just how valuable these affiliate channels are, as customers are searching for better deals now more than ever.

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.

In 2022, we worked on improving the campaign further by recruiting new affiliates, as well as booking opportunities for different months to ensure exposure throughout the whole year. While 2022 threw a curveball at marketers as the cost of living crisis really took hold, affiliate marketing had the strength to deliver, with more people on the hunt for great deals. Our flexible way of working meant we could switch the strategy to make the most of the new economic landscape, helping customers while continuing to boost revenue.

We knew that shoppers would be particularly interested in discounts on high-ticket, one-purchase items like mattresses, so we reinstated our work on voucher sites like The Sun, hotukdeals, and BravoVoucher. This allowed us to target customers searching for discount codes, vouchers, and deals and drive traffic to the Dormeo site.

As December brought the highly anticipated FIFA World Cup, we also capitalised on the excitement by running World Cup promotions with different affiliates to further support the campaign and reach new audiences as the year came to a close.

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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  • affiliate marketing
  • affiliate marketing
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