Threadbare
Accelerating the Launch of New to Market D2C Brand Threadbare
333%
Higher Revenue Than Forecasted
56%
Higher ROI
90%
New Customer Rate Since Launch
The affiliate programme is now one of our top revenue driving channels and this is because of the hard work and dedication that has been put into our affiliate programme by all involved. I am so proud of the success we have achieved so far and excited for what we have to come this year and beyond.
About the Brand
Threadbare is a family-owned British direct-to-consumer brand with a focus on great quality pieces at great prices offering wardrobe staples from men’s shirts, knitwear and denim to loungewear and sweats.
Strategy
A strong collaborative approach was developed between Threadbare, Customer First Digital and Rakuten Advertising, with a clear strategic plan implemented at pace. The strong partnerships formed, and reactive decision-making has enabled the programme to significantly outperform forecasts and continue to trend with positive Month on Month and Year on Year uplifts.
Accelerated Launch
A launch offer with higher commission levels was created to ensure publishers were recruited, engaged and actively promoting the programme. The top tier high converting publishers were the primary focus. All target affiliates onboarded by October 2021.
Full Funnel Marketing
Threadbare has been open to working with a diverse range of publishers with a focus on upper and mid funnel content publishers and influencers which have contributed 24.5% of last click revenue.
Reactivation Campaign
A campaign was launched to increase the number of traffic/sales driving publishers. An exclusive offer to promote the Threadbare brand was provided to more than 250 publishers and drove a 51.5% increase in traffic and 108.5% increase in sales.
Peak Exposure Testing
The early stages of the programme relied on commission increases to gain exposure on publisher sites. With increased competition, the teams commenced testing with paid for exposure across three publishers, who offered different opportunities to support the customer journey (from awareness to conversion).
Working in collaboration with the teams at Threadbare and Rakuten Advertising, we have made the affiliate programme one of the leading marketing channels for generating new customers and contributing revenue. We‘re proud to be partnered with a dynamic, open and innovative brand in Threadbare and believe that there is still huge opportunity for growth with our continued partnership with Rakuten Advertising.