BrewDog

BrewDog's mission is to make people as passionate about craft beer as they are. They want to challenge people's perceptions of beer and show that there's an alternative to mainstream beers. Within only 3 month's of working with RevWise, they grew a remarkable 234% YoY revenue increase.

GQ_BrewDog
GQ_BrewDog

Program before launch with RevWise

When RevWise began managing the BrewDog affiliate program, we identified opportunities to diversify the partner mix and expand beyond bottom-funnel traffic sources, which had previously generated the majority of program revenue.

In addition, we noted that a unified CPA rate across all publisher types had led to a higher-than-optimal average CPA. To enhance publisher engagement, we also implemented more frequent updates, new offers, and relevant program information, helping to re-engage partners who had paused their activities.

brewdog_goodfood
brewdog_goodfood

First Steps and Strategies

Strategy, actions & highlights:

- Data Team analysis - Our data team performed keyword, backlink and competitor analysis, which helped us highlight the best potential placements for Brewdog across the internet.

- We performed competitor CPA rate analysis. This helped us to offer competitive rates that properly incentivise publishers whilst protecting profit margins.

- We brought in a dynamic and strategic commission structure which decreased the overall CPA by -36% YoY.

- In the first month of our partnership, we optimised more than 60 publishers and onboarded more than 40 new partners to the program. 

- YoY we increased the number of click-driving publishers by 25% and sale-driving publishers by 53%

- We also cleared the program of all low-quality publishers who were cannibalising other marketing channels and not bringing incremental sales.

- We reviewed more than 4000 publishers and outreached more than 520 relevant and quality ones. We focused only on upper and mid-funnel ones.

- We’re sending out weekly newsletters promoting the launches and discounts on the website, together with a daily update of our offers and discounts on the website to keep publishers informed.

- Onboarded and optimised Google shopping affiliates

- Introduced retargeting partners to maximise sales impact leveraging the wider channel mix

- We implemented new strategies with CLO Partners - e.g. in-store offers - promotion of our pubs across the UK. 

Good housekeeping_BrewDog
Good housekeeping_BrewDog

Program performance YoY

Following 3 months of partnership with RevWise, BrewDog's affiliate revenue is up 234% YoY, with a significant portion of monthly sales coming from premium content publishers such as GQ, Hello!, BBC Good Food, The Telegraph, The Independent, Good Housekeeping, and many more.

Digital & Ecommerce Director @ BrewDog said: 

“Since partnering with RevWise, we’ve experienced an incredible revitalisation of BrewDog’s affiliate program. Before they came on board, the program was underperforming with minimal engagement and high CPAs. In just three months, RevWise has redefined our approach, securing dozens of top-tier content publishers, optimising our existing affiliate mix, and driving a remarkable 234% YoY revenue increase.

Their attention to detail, strategic insights, and tireless efforts have transformed our affiliate channel into a major sales driver. RevWise has proven to be an invaluable partner, they’re building a strategic growth machine that’s right at home with BrewDog’s relentless spirit.”

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Gary Winter avatar

Gary Winter

Head of Growth - Co-Founder

Jamie Brusey avatar

Jamie Brusey

Head of Operations - Co-Founder

Maria Carmen Picornell avatar

Maria Carmen Picornell

Head of Client Success

Silvena Petrova avatar

Silvena Petrova

Team Leader - Delivery

Angelina Daneva avatar

Angelina Daneva

Team Leader - Delivery

Edward Dare avatar

Edward Dare

Commercial Manager

David Marks avatar

David Marks

Non-executive Chair

Desi Yanakieva avatar

Desi Yanakieva

Office Coordinator

Charlie Culff avatar

Charlie Culff

CRM Campaign Manager

Vlad Kostyna avatar

Vlad Kostyna

Senior Affiliate Manager

Stoyan Yanev avatar

Stoyan Yanev

Senior Affiliate Manager

Raya Georgieva avatar

Raya Georgieva

Senior Affiliate Manager

Yanitsa Yaneva avatar

Yanitsa Yaneva

Senior Affiliate Account Manager

Milena Stefanov avatar

Milena Stefanov

Senior Affiliate Account Manager

Borislav Nachev avatar

Borislav Nachev

Affiliate Manager

Nadia Valeri avatar

Nadia Valeri

Affiliate Executive

Nikolay Dragnev avatar

Nikolay Dragnev

Affiliate Manager

Ivan Tachev avatar

Ivan Tachev

Affiliate Executive

Ivo Georgiev avatar

Ivo Georgiev

Affiliate Marketing Executive

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Siyana Georgieva

Affiliate Marketing Executive

Dan Hull avatar

Dan Hull

Affiliate Client Success Manager

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Steliana Georgieva

Affiliate Executive

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Toni Yotova

Affiliate Marketing Executive

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Jasmine Ovall

Digital Marketing Manager

 Kristina Koleva avatar

Kristina Koleva

Affiliate Marketing Executive

Alex Yotov avatar

Alex Yotov

Affiliate Executive

Boyana Koleva avatar

Boyana Koleva

Affiliate Marketing Executive

Nia Petrova avatar

Nia Petrova

Affiliate Marketing Executive

Maya Zhekova avatar

Maya Zhekova

Affiliate Executive

Nikola Nikolov avatar

Nikola Nikolov

Affiliate Executive

Olivia Drage avatar

Olivia Drage

Head of Sales

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Fabrice Gagneux

Lead Developer

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Shey Giron

Head of Data & Research

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Melissa Mendoza

Data & Research Executive

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Micaela Velasco

Data & Research Executive

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Mary June Logroño

Data & Research Executive

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