Case Study - Vernons - Affiliate Marketing

Objectives

Online gaming is one of the most saturated markets in the UK and Vernons wanted to make sure they stood out from the crowd and stay ahead of the game. They needed a vibrant agency with a proven strategic approach to affiliate marketing.

Vernons were looking to increase their online visibility and had significant targets to achieve by the end of 2008. The project was designed to achieve three key goals:

  • Double volume of new users coming through the affiliate channel by the end of the year
  • Improve the quality of players reaching the site
  • Grow the presence of the Vernons brand online

Our Solution

With the affiliate market place saturated by gaming clients, Vernons needed to ensure they were providing strong creative, competitive commissions and strength of brand intelligence to their affiliates in order to be competitive. Bigmouthmedia employed a number of strategies to engage with different types of affiliates to ensure the brand was represented across a multitude of sites:

  • Bespoke commissions to cashback sites and strong placements ensured the Vernons brand was seen before other competitor brands
  • Identified, and brought to the table, new affiliates who demographically targeted email campaigns to prospective customers
  • Product based creatives linked to offline marketing campaigns for consistent user message
  • Seasonal competitions

Results

Results show that an existing affi¬liate marketing campaign can be revitalised by engaging with the right types of affi¬liates and providing them with the resources to promote the brand and drive traffic to the site. As a result of the refreshed affi¬liate campaign developed by bigmouthmedia:

  • Targets were achieved 6 weeks ahead of schedule
  • In the 3 months that the target was achieved, growth year on year was 839%
  • Conversion rate went up from an average of 1.50% to 5.16% during the 3 month period
  • Earnings per click increased by 500% from £0.19 to £0.96
  • Affiliates continued to promote the brand once the interest had been reignited
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Summary
  • Increase in new user sign up by 839% Year on Year
  • Earnings per click increased by 500%
  • Strategy included bespoke commission to cashback sites, use of email affiliates and the close linking of affiliate creative to offline campaigns
I am delighted that bigmouthmedia has beaten our 2008 targets for both customers and numbers of affiliates. I am looking forward to working with them to develop the business even further in the long term.
Martin Williams
E-Gaming Manager, Vernons