Redbubble Drives Incremental Sales Across Europe Via Affiliate Marketing
Founded in 2006, Redbubble is a global online marketplace powered by over 400,000 independent artists. Redbubble’s community of passionate creatives sell unique designs on high-quality, everyday products such as apparel, stationery, housewares, bags, wall art and more.
Through the Redbubble marketplace, independent artists are able to profit from their creativity and reach a new universe of adoring fans. For customers, it’s the ultimate in self-expression. A simple but meaningful way to show the world who they are and what they care about.
Learn how AP helped Redbubble exceed their affiliate programme ROAS target and incrementally grow revenue.
RESULTS
Since launching their affiliate programme across Europe, the AP team has helped Redbubble grow revenue, exceed sales targets, and drive significant growth in each of the emerging markets, exceeding the programme ROAS target. In addition, the strategy improved the revenue contribution of different affiliate types.
300%
YoY UK market sales growth
835%
increased German market revenue (21% above goal)
337%
over annual revenue target
£152k
additional revenue in France and Spain markets
OUR APPROACH
Redbubble’s AP team developed a strategy that would leverage the affiliate model to spread sales across a range of quality market-local partners to support the client goals of raising brand awareness and increasing channel profitability.
In addition, the team leveraged learnings from Redbubble’s UK market launch to ensure the wider European market launch was efficient and hit aggressive sales goals.
The strategy focused on the recruitment, activation, and optimisation of affiliate partners.
Recruitment
To diversify the partnership mix within Redbubble’s UK programme and grow reach in the new European regions, AP actively sourced and recruited new affiliate types that would be a relevant fit across all four markets and align with Redbubble’s goals, including Price Comparison, Sub-Network, and Coupon. By establishing new strategic partnerships which aligned with brand goals, revenue contribution of different affiliate types significantly increased, while maintaining an incremental sales volume with existing partner types.
Activation
To re-engage dormant partners on the programme, the AP team conducted an activation campaign. Affiliate partners who had been inactive for six months or more were removed from the programme. From the activation campaign results the AP team had the opportunity to cross-recruit for the German, French and Spanish markets, and targeted communication based on engagement status. This resulted in 150 click-active and 72 new sale-active affiliates.
Optimisation
In collaboration with Redbubble, the AP team used a tailored approach to focus affiliates on specific product categories, during seasonal campaigns with the goal of amplifying brand reach and awareness. The AP team also continually evaluated campaign performance to ensure investments were being made with the right affiliate partners at the right time.
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