Cost-Effective 58% Revenue Growth for Cole Haan through Affiliate and Influencer Marketing Strategy
The Challenge
Limited Global Awareness: While well-known in certain markets, Cole Haan needed to expand its international reach and attract overseas customers.
Low Re-engagement Rates: Lapsed customers needed targeted strategies to be re-engaged effectively.
Underutilized Affiliate Program: The affiliate and influencer program required optimization to maximize its potential and profitability.
Background
Cole Haan has established itself as a globally recognized retail marketplace catering to both small and large business sellers targeting customers worldwide. Despite its success, the company sought to address several growth opportunities in targeted markets, including building brand awareness, driving new customer acquisition, increasing average order value (AOV), and re-engaging lapsed customers.
Objectives:
- Build brand awareness in targeted markets globally.
- Drive a large number of new buyers, particularly overseas customers.
- Increase AOV with existing customers and re-engage lapsed customers.
OUR APPROACH
Bloomclicks addressed these challenges with a comprehensive affiliate and influencer marketing strategy focused on driving new customer acquisition, optimizing partnerships, and leveraging advanced data analytics for targeted campaigns.
1. Affiliate and Influencer Marketing
Bloomclicks partnered with 95 new affiliates and influencers to expand Cole Haan’s brand reach globally. These partnerships targeted key markets and focused on driving incremental sales through:
- Social Media Influencers: Platforms like Instagram, TikTok, YouTube, Facebook, and Twitter were utilized to showcase Cole Haan’s products to diverse audiences.
- Performance-Based Partnerships: New commission tiers were introduced to reward high-performing affiliates, driving more traffic and conversions.
- Content Creation: Influencers created engaging content, such as videos and posts, highlighting the brand’s offerings.
2. Digital Advertising Optimization
A multi-channel digital advertising approach was implemented to target Cole Haan’s core audience:
- PPC Advertising: Ads were strategically placed on Google, Bing, and native advertising platforms to maximize visibility.
- Retargeting Ads: Focused campaigns were executed to re-engage lapsed customers and convert high-intent visitors who had not yet made purchases.
- Geo-Targeted Campaigns: Ads were tailored to specific regions to increase relevance and resonance with targeted markets.
3. Enhanced Analytics and Insights
Bloomclicks’ proprietary technology platform provided actionable insights into affiliate and influencer performance, enabling Cole Haan to:
- Optimize partnerships by focusing on high-performing affiliates.
- Adjust commission structures to incentivize desired outcomes.
- Refine campaigns based on data trends to ensure cost-effective growth.
THE RESULT
Key Metrics
- Revenue Growth: A 58% increase in revenue was achieved within six months through affiliate and influencer channels.
- Customer Acquisition: A 102% increase in customers served in Q2, driven by new customer acquisitions.
- Sales Growth: Sales surged by 130% in Q2, attributed to new and re-engaged customers.
- ROAS Efficiency: A 94% increase in ROAS (Return on Ad Spend) demonstrated the efficiency of Bloomclicks’ data-driven approach.
| Metric | Before Partnership | After Partnership | Growth (%) |
|---|---|---|---|
| Total Revenue | $30M | $47.4M | +58% |
| Customers Served | 50,000 | 101,000 | +102% |
| Total Sales | $20M | $46M | +130% |
| ROAS | 200% | 388% | +94% |
Key Campaigns
1. Influencer-Driven Product Showcases
By leveraging influencers on platforms like TikTok and Instagram, Cole Haan successfully reached a younger demographic. Engaging content, including unboxing videos and styling tips, resonated with international audiences and drove incremental sales.
2. Geo-Targeted Email Campaigns
Custom-tailored email campaigns focused on specific international markets, highlighting regionally relevant product selections. These campaigns were instrumental in attracting overseas buyers and boosting brand awareness.
3. Landing Page Optimization
Bloomclicks worked with Cole Haan to refine landing pages for better usability and higher conversion rates. Clear calls-to-action and user-friendly designs significantly improved the customer journey.
Value of the Collaboration
The partnership between Cole Haan and Bloomclicks highlighted the potential of targeted affiliate and influencer marketing strategies. Key benefits included:
- Global Brand Expansion: By engaging 95 new affiliates and influencers, Cole Haan extended its reach to previously untapped international markets.
- Cost-Effective Growth: With a performance-based partnership model, Cole Haan achieved significant revenue growth without exceeding budget constraints.
- Data-Driven Optimization: Bloomclicks’ technology platform enabled real-time insights, ensuring that campaigns were continuously optimized for maximum impact.
- Sustainable Sales Growth: The strategic combination of affiliate marketing, influencer partnerships, and targeted digital advertising ensured sustainable, long-term growth.