Public Relations 🤝 Affiliate Marketing
A Winning Combo to Drive Incremental Orders
Overview & Insights
Knowing that publishing has evolved from traditional to commerce, we identified an opportunity at the intersection of affiliate marketing with premium content publishers and consumer PR. As we evaluated and optimized our full funnel affiliate strategy we were deliberate in ensuring that the press placements, typically evaluated by awareness and message pull through, were also driving clicks and revenue.
Objectives
Be the best flower company in industry and seasonal listicles
Drive revenue and orders
Strategy
Optimize commission structure and work in tandem with public relations to maximize editorial opportunities that drive clicks and bottom funnel metrics.
Tactics & Execution
Onboarded new affiliate agency and PR consultant to work hand-in-hand; streamlined all documentation to work with media lead times
Restructured commission by publisher type to drive incremental orders full funnel, inclusive of premium content
Fostered media relationships through PR consultant with thoughtful product seeding program
Results
Surpassed affiliate channel revenue target by 158% and CAC improved by +13%
Secured 335 total premium content/press hits (8.4B impressions), including Good Morning America and TODAY for peak Valentine’s Day holiday; increased traffic by +35% and revenue +253% YOY through newly recruited and optimized premium content partners
Selected as NY Time’s Wirecutter’s “Best Online Flower Delivery Service,” learn more here
