Freddie's Flowers
From passive to powerful: how RevWise transformed Freddie’s Flowers’ affiliate programme with data-led optimisation, creative CPA structuring, and standout publisher partnerships—delivering 100%+ revenue growth across the UK and Germany.
🌸 +108% UK revenue growth (YoY March–May
📈 CPA down 59% (UK) and 74% (DE)
📰 Premium placements: Vogue, Telegraph, Marie Claire, Yahoo, The Guardian & more
🔧 Technical upgrades: S2S tracking, exclusive codes & attribution fixes
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Revenue Increase YoY
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Average Order Value YoY
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Sales MoM
Executive summary
01 Ignition
We lit a fire under a stagnant programme—identifying untapped opportunities and using strategic CPA shifts to spark fresh momentum across content channels in both the UK and Germany.
02 Momentum
From overlooked to overachieving, the programme gained serious pace—publisher activations surged, tracking issues were resolved, and performance snowballed with triple-digit growth in just weeks.
03 Resonance
By aligning Freddie’s with lifestyle-driven editorial narratives, we made the brand more than visible—we made it relevant. Placements in titles like Tatler, Vogue Germany, and Marie Claire turned passive readers into active customers.
Best Mother’s Day flower subscription
The Telegraph
Best long-lasting flower subscription. Freddie's a clever bloke.
The Sun
We love the idea of a flower subscription and Freddie's Flowers has made it easier than ever with its letterbox subscription service.
Hearst: Good Housekeeping
Best Mother’s Day flower subscription
The Telegraph
Best long-lasting flower subscription. Freddie's a clever bloke.
The Sun
We love the idea of a flower subscription and Freddie's Flowers has made it easier than ever with its letterbox subscription service.
Hearst: Good Housekeeping
Best Mother’s Day flower subscription
The Telegraph
Best long-lasting flower subscription. Freddie's a clever bloke.
The Sun
We love the idea of a flower subscription and Freddie's Flowers has made it easier than ever with its letterbox subscription service.
Hearst: Good Housekeeping
Best Mother’s Day flower subscription
The Telegraph
Best long-lasting flower subscription. Freddie's a clever bloke.
The Sun
We love the idea of a flower subscription and Freddie's Flowers has made it easier than ever with its letterbox subscription service.
Hearst: Good Housekeeping
Best Mother’s Day flower subscription
The Telegraph
Best long-lasting flower subscription. Freddie's a clever bloke.
The Sun
We love the idea of a flower subscription and Freddie's Flowers has made it easier than ever with its letterbox subscription service.
Hearst: Good Housekeeping
The Challenge: From Static to Stagnant
When Freddie’s Flowers partnered with RevWise, their affiliate programme had flatlined. It was overly reliant on bottom-funnel voucher and B2B partners, lacked any consistent communication cadence, and had seen high-potential publishers quietly drop out. With Mother’s Day fast approaching, there was an urgent need to re-energise the programme across both the UK and Germany.
Key issues:
Lack of upper/mid-funnel content partners
Poor publisher engagement and communication
Tracking failures and code leakage in the DE market
Static CPA model that disincentivised growth
Our brief? Optimise, not relaunch. Inject life into what already existed and turn it into a scalable, content-led acquisition channel.
The Strategy: Creative, Cross-Border Optimisation
We rebuilt the programme from the inside out—with performance, storytelling, and data at the heart of every decision. We ran a dual-market strategy across the UK and Germany, grounded in SEO insights, editorial analysis, and publisher-first communication.
What we did:
Reviewed 2,000+ publishers and reached out to 520+ targeted partners
Introduced server-to-server (S2S) tracking and fixed code leakage in DE
Rebalanced CPA rates—cutting costs for vouchers, boosting rates for content
Built consistent, trust-building comms through weekly newsletters and daily offer updates
Activated premium partners including Good Housekeeping, The Telegraph, Marie Claire, Vogue Germany, Yahoo, and Conde Nast Traveller
The Results: A Programme in Full Bloom
This was more than a tune-up—it was a transformation. Within just 3 months, the newly optimised Freddie’s Flowers programme had blossomed into a high-performing, cross-market success.
We delivered remarkable YoY results across the UK and Germany markets:
Revenue grew by 747% — from £2,840 to £24,077
Average Order Value (AOV) surged 725% — from £28 to £231
Cost Per Acquisition (CPA) dropped 64%
This wasn’t short-term flash—it was sustainable, incremental growth. We didn't just spend more to get more. We re-engineered the engine.
With performance rising, we also elevated brand equity by securing top-tier editorial coverage in Good Housekeeping, The Telegraph, The Guardian, ITVX, Tatler, Marie Claire, Vogue Germany, Yahoo, and Conde Nast Traveller.
The affiliate programme went from background noise to a core channel—driving meaningful sales, brand storytelling, and publisher engagement across multiple markets.
RevWise offers a market-first ‘outreach focused’ affiliate growth process
RevWise offers a market-first ‘outreach focused’ affiliate growth process
Regardless of the network your affiliate program is currently hosted on, our approach results in net new sales growth due to an ‘always on’ new-partner acquisition funnel. Approaching publishers - not as an agency - but as your brand. We use a methodical outreach process to research, identify and engage with publisher decision-makers directly. Going to market as your in-house affiliate team allows us build and maintain one-to-one relationships with contextually relevant growth-driving publishers needed for your program.
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Messenger
Gary Winter
Head of Growth - Co-Founder
Angelina Daneva
Affiliate Marketing Team Leader
Jamie Brusey
Head of Operations - Co-Founder
Silvena Hristova
Affiliate Marketing Team Leader
Maria Picornell
Account Director
Dan Hull
Senior Account Director
Veronica Garcia
Account Director
Edward Dare
Commercial Manager
Olivia Drage
Head of Sales
David Marks
Non-executive Chair
Jasmine Ovall
Digital Marketing Manager
Charlie Culff
Credit Control
Vlad Kostyna
Senior Affiliate Account Manager
Stoyan Yanev
Senior Affiliate Account Manager
Raya Georgieva
Senior Affiliate Account Manager
Yanitsa Yaneva
Senior Affiliate Account Manager
Milena Stefanov
Senior Affiliate Account Manager
Borislav Nachev
Senior Affiliate Account Manager
Nikolay Dragnev
Senior Affiliate Account Manager
Jess Anatasi
Social Commerce Lead
Fabrice Gagneux
Lead Developer
Shey Giron
Head of Data & Research
