Targeted Marketing Tactics Allow Le Col To Tap Into a Lucrative Market

Founded by professional cyclist and rider for team GB, Yanto Barker, Le Col is a premium British cycling apparel brand with a single-minded focus on performance. They take real pride in what they do, with a simple but enduring purpose: to make the best performance kit to help cyclists ride faster and further on every ride.

Learn how Acceleration Partners helped Le Col create a targeted recruitment and activation campaign to drive significant growth in the affiliate channel, making it one of the brand’s strongest performing marketing channels.

150%

year-over-year increase in sale active affiliate partners

205%

month-over-month increase in sales via the affiliate channel

OUR APPROACH

Streamlined Recruitment and Activation Strategy

Acceleration Partners analysed existing programme partners and created a targeted reactivation list. They also performed a GAP analysis of Le Col’s competitors and identified 300 top-tier partner recruitment targets across a range of partner types. The team developed and implemented a streamlined recruitment and activation strategy and capitalised on the increased popularity of cycling and related products. As a result, Le Col’s affiliate programme is now a top-performing channel.

New Program Product Feed
The team helped Le Col launch a new programme product feed, creating opportunity to work with Price Comparison and CSS partners.

New Partner Recruitment and Activation
Messaging focused on brand growth, increase in product demand, and compelling brand promotions.

New partners received a 5% CPA increase during their first month upon activation.

Engagement of Existing Partners
Messaging focused on product demand and compelling brand promotions.

The team negotiated increased exposure and strengthened relationships with existing partners.