BrewDog

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.