Affiliate & Promotional Channel Success

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Strategic Approach

Phase 1: Partnership Development & Infrastructure

I led the development of a comprehensive affiliate channel strategy, working cross-functionally to establish partnerships and technical foundations:

Partner Ecosystem Built:

• Which? (Premium consumer advice platform)
• GoCompare (Major PCW with high-intent audiences)
• CompareTheMarket (Market-leading comparison site)
• Stickee (White-label PCW solution)

Marketing Materials Created:

• Product feeds optimised for each PCW’s technical requirements
• Promotional assets (banners, copy, landing page designs)
• Partner communications and briefing documents
• Campaign guidelines and terms & conditions

Technical Infrastructure:

• Dedicated landing pages for each PCW partner
• Email capture pop-up systems (Avinity and pop up smart integration)
• Salesforce campaign tracking with unique campaign numbers
• Marketing Cloud email automation for voucher fulfilment
• Multi-step attribution tracking from PCW → email → purchase → activation

Phase 2: CityFibre PCW Promotional Campaign

Campaign Design (August 23 – September 23, 2024):

To accelerate toward the 1,500 CityFibre sales/month target, I designed and executed a targeted promotional campaign across GoCompare, Stickee, and CompareTheMarket.

Offer Mechanics:

• £80 Amazon voucher for customers completing CityFibre purchases via PCW journey
• Available on all CityFibre speeds
• Exclusive to PCW traffic landing on Avinity landing page

Customer Journey Optimisation:

1. User arrives from PCW partner site
2. Lands on dedicated Avinity landing page
3. Exit intent Pop-up prompts email entry to claim £80 voucher
4. Email captured for attribution and fulfilment tracking
5. User completes line check
6. Proceeds through e-commerce journey
7. Purchase completion
8. Service activation triggers voucher fulfilment (up to 90 days)

Attribution & Tracking:

• Dedicated campaign numbers created for telesales tracking
• Salesforce campaign setup linking opportunities to PCW source
• Email matching system verifying purchase attribution
• Fulfilment status monitoring to prevent fraudulent claims

Risk Management:

• Voucher only issued upon service activation (not just purchase)
• Cancellations disqualified from voucher eligibility
• Reserved right to pause/stop promotion with landing page and exit intent pop-up notifications

Phase 3: Which? Exclusive Premium Campaign

Recognising Which?’s high-intent, quality audience, I developed an exclusive premium offer to maximise partnership value.

Campaign Design (Through September 25, 2024):

Offer Mechanics:

• £100 Amazon voucher
• Available on all CityFibre AND OpenReach products (broader product eligibility)
• Exclusive to Which? PCW traffic

Strategic Differentiation:

• Higher voucher value reflecting Which?’s premium positioning
• Co-funded model deepening partnership commitment
• Dual-channel optimisation (e-commerce primary, telesales secondary)
• Broader product eligibility to maximise conversion opportunity

Customer Journey:

1. User arrives from Which? PCW site
2. Pop-up prompts email entry to claim £100 voucher
3. Redirected to Which?-specific landing page
4. Line check completion
5. E-commerce journey (primary push) or telesales (fallback)
6. Purchase completion
7. Service activation triggers voucher via Marketing Cloud
8. 90-day fulfilment window post-activation

Technical Execution:

• Which?-branded landing page maintaining partnership integrity
• Marketing Cloud email automation (vs. Avinity for other PCWs)
• Dedicated Salesforce campaign number for opportunity tracking
• Email verification matching system
• Real-time campaign monitoring with pause/terminate capabilities

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Key Results: FY25 Performance

Acquisition Impact

• 18% of total acquisitions driven through affiliate and PCW channels
• Contributed meaningfully toward 1,500 CityFibre sales/month target
• Diversified acquisition mix reducing dependency on direct channels

Partnership Success

• Successfully launched and managed 4 major PCW partnerships simultaneously
• Established scalable promotional framework adaptable across partners
• Built co-funded model with Which? demonstrating partnership depth

Attribution Accuracy

• Implemented end-to-end tracking from PCW source → email → purchase → activation
• Salesforce campaign infrastructure enabled precise opportunity attribution
• Email verification system ensured voucher fulfilment matched genuine purchases

Conversion Optimisation

• Multi-step journey (email capture → line check → e-commerce) balanced data collection with conversion efficiency
• Primary focus on e-commerce completions reduced cost-per-acquisition vs. telesales
• Landing page optimisation and exit intent pop-up mechanics minimised friction

Operational Efficiency

• 90-day voucher fulfillment window aligned with service activation verification
• Automated Marketing Cloud delivery reduced manual processing
• Campaign pause/terminate capabilities enabled agile budget management

“You’ve been instrumental in the offer launch”

-Emma Hargraves (Senior Marketing Manager)

What Made It Work

1. Partner-Specific Customisation

Rather than one-size-fits-all, I tailored offers, landing pages, and mechanics to each partner’s audience and technical requirements. Which?’s premium positioning warranted a £100 voucher and broader product eligibility, while volume-focused PCWs used £80 CityFibre-specific offers.

2. Attribution-First Mindset

Building comprehensive tracking from day one—unique campaign numbers, Salesforce campaigns, email verification systems—meant we could prove channel performance and optimise with confidence.

3. Risk-Mitigated Incentive Design

By tying voucher fulfilment to service activation (not just purchase) and including cancellation clauses, we protected against voucher abuse while maintaining promotional appeal.

4. Technical Precision

Integrating Avinity for some campaigns, Marketing Cloud for others, Salesforce for all, and building partner-specific landing pages required meticulous technical coordination—but delivered seamless customer experiences.

5. Agile Campaign Management

Built-in flexibility to pause or terminate promotions, update landing pages in real-time, and adjust based on performance meant we could respond quickly to budget or strategic shifts.

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Key Takeaways

1. Not all partners deserve the same treatment – Tier your offers based on audience quality and partnership value. Premium partners warrant premium incentives.
2. Build attribution systems from day one – Multi-touchpoint tracking isn’t optional. Without it, you’re flying blind on channel ROI and can’t optimise with confidence.
3. Protect margins through smart incentive design – Tie rewards to activation, not purchase. It protects profitability while maintaining promotional appeal.
4. Technical infrastructure enables scale – Purpose-built systems (landing pages, Salesforce campaigns, email automation) transform one-off campaigns into repeatable channel growth.
5. Design for friction, then remove it – Multi-step journeys can kill conversion. Careful UX design ensures data collection doesn’t sacrifice customer flow.
6. Build flexibility into every campaign – Real-time pause/terminate capabilities and dynamic landing pages mean you control spend and messaging as performance unfolds.
7. Channel diversification is risk management – 18% from affiliates/PCWs reduced dependency on direct channels and created acquisition resilience.
8. One strategy, multiple configurations – Adapting product eligibility and offer mechanics for each partner optimises performance without rebuilding from scratch.
9. Balance efficiency with effectiveness – Pushing low-CPA e-commerce while supporting high-intent telesales creates the best of both worlds.

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This case study demonstrates how strategic affiliate and PCW channel development—combining partnership management, promotional design, technical execution, and attribution precision—can drive 18% of total acquisitions while building scalable infrastructure for sustained growth in competitive comparison marketplaces.