Case Studies:

ECHT

About ECHT

ECHT is an innovative trendsetting activewear company specialising in affordable performance and leisure-based apparel. Each garment can be worn throughout the day – from the gym to brunch to the shops, without compromising on comfort, durability or style.

 

The Story

ECHT launched its affiliate program with Rakuten Advertising in late 2020. The brand, like any other, wanted to increase its revenue through affiliate marketing. Rakuten Advertising helped ECHT strategise and execute two campaigns, card-linked offers (CLO) and content, perfectly encompassing the entire shopping journey from discovery to purchase. Both campaigns worked hand-in-hand, enabling ECHT to extend its reach to new customers and, at the same time, drive revenue growth.

The Goal

As an up-and-coming activewear retailer, ECHT placed a strong emphasis on driving incremental sales. The brand’s primary objective was to increase revenue as compared to its previous affiliate network. However, as the strategy evolved ECHT also challenged the team at Rakuten Advertising to acquire new customers and increase the average order value (AOV) whilst boosting brand awareness in multiple markets such as Australia, UK and the US.

Key Strategies

To reach ECHT’s objectives, the team at Rakuten Advertising recommended the brand diversify its publisher portfolio. This enabled the retailer to capture customers at all stages of their shopping journey. ECHT was able to forge new, strategic partnerships with key partners on the network and executed the following campaigns:

Results

Five months after relaunching its affiliate program on the Rakuten Advertising Affiliate Network, ECHT saw a 19% uplift in revenue and 13% increase in AOV year-over-year (YoY). Each campaign also contributed to the following results:

Over 5 weeks, all transactions from the CLO campaign were from new customers. The campaign also successfully boosted ECHT’s basket size, where the campaign AOV was 58% higher than program AOV.

The Linkby campaign assisted ECHT in brand discovery globally through Urban List and Daily Mail. Their combined leadership reached 1 in 3 Americans and drove 1,821 clicks.

Learnings

The success of ECHT’s affiliate program with Rakuten Advertising shows the effectiveness of a strategic and diverse publisher portfolio.


ECHT was able to reach its primary objective of revenue growth and efficiently harnessed the power of content, obtained new customers, and increased its AOV. 

 

Rakuten Advertising has been a very proactive and supportive partner. The team always listen to our needs and goals and has been very flexible, constantly working with us to achieve our strategic objectives as they change throughout the year.
Naomi Lay
General Manager