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Case Studies

Watier & Seven Square Media

Amplifying Canadian beauty voices

The Results

Through a data-driven, collaborative approach, Seven Square Media and Rakuten Advertising empowered Watier to achieve record growth, improve efficiency, and craft a stronger presence in the Canadian beauty market.

205%

YoY increase in clicks

40%

YoY decrease in
total cost

17%

YoY increase in sales

55%

YoY increase in revenue

About the Brands

Watier is a proudly Canadian beauty brand, a part of parent company Groupe Marcelle, and sister company to Marcelle, is celebrated for its innovative and sophisticated products that empower women to embrace their individuality and strength. With a legacy spanning over 50 years, Watier continues to inspire confidence and elegance, standing as a beacon for women who dare to blaze their own trail.

Seven Square Media is a boutique performance marketing agency with over 15 years of experience, specializing in high-impact affiliate campaigns for global brands. SSM is dedicated to delivering measurable results through creativity, strategic partnerships, and a focus on quality.

The Story

Watier’s affiliate program sought to grow its loyal Canadian customer base into new regions and countries, while remaining cost-efficient on a CPA model. The teams at Seven Square Media and Rakuten Advertising were tasked with increasing revenue and profitability while working exclusively with partners who could track within the Rakuten Advertising network. With promo codes disabled during sale periods and limited bandwidth for new creative assets, Watier needed a strategic, relationship-driven approach to maximize growth and efficiency.

The Rakuten Advertising Solution

Seven Square Media and Rakuten Advertising partnered to deliver a comprehensive, data-driven affiliate strategy tailored to Watier’s unique needs. By combining advanced analytics, proactive partner management, and targeted expansion efforts, the teams maximized program efficiency and unlocked new growth opportunities. This collaborative approach empowered Watier to drive record results and strengthen its position in the Canadian beauty market.

Data-Driven Affiliate Optimization

Seven Square Media leveraged the Rakuten Advertising Insights and Analytics dashboard to analyze performance, identify top partners, and negotiate high-value placements. In March 2025, Seven Square Media secured a commission-based package with a leading cashback website, waiving the usual budget requirement and offering a 16% commission for the month.

Proactive
Partner Management

The team at Seven Square Media maintained close communication with all partners, ensuring promo codes were removed and re-added at optimal times around key sales periods. This hands-on approach built trust and enabled the program to maximize exposure without incurring flat fees, while exclusive offers throughout the year drove incremental traffic and revenue. Through this partner management, Seven Square Media consistently monitored ROAS and provided specific improvements for Waiter.

Strategic
Expansion

Watier expanded its reach through targeted placements with top performers through homepage, email, and targeted reward events in key quarters to capture the interest of new-to-Waiter customers. Seven Square Media also strategically introduced the brand to new partners at key Rakuten Advertising industry events, DealMaker Canada, and Optimism, leveraging in-person networking to build awareness and drive future growth through new partnerships.

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