How Ace Marks Soared With A Winning Affiliate Strategy

Rebrand and Website Overhaul
Developing a brand from a blank canvas
Energy Muse is an online store for crystals, gemstones, jewelry, and holistic tools for energy abundance.

Services

Creative Services, Custom Application Development, Email Marketing, Loyalty Program Development, Organic Social Media, Paid Media, Photography & Production, Product Launch Strategy, SEO Content Strategy, Web Design & Development

Industry

ECOMMERCE – HOLISTIC WELLNESS AND JEWELRY
Project Overview.
SERVICES

STRATEGY, AFFILIATE MARKETING, CREATIVE, LIFECYCLE MARKETING

 

INDUSTRY

FOOTWEAR, FASHION

Ace Marks, a brand synonymous with artisanal craftsmanship and ethical luxury in men's footwear, faced a significant challenge. Despite their strong reputation, their affiliate marketing strategy was underperforming, leaving potential revenue untapped. Enter Giant Propeller--tasked with reimagining Ace Marks' affiliate approach to not just boost their ROAS but to catalyze sustained revenue growth. The question was clear: How could we turn things around and position Ace Marks for the future? We designed a commission structure to ensure continuous growth, keeping affiliate partners motivated and aligned with Ace Marks' long-term goals. During peak seasons or when collaborating with highly competitive affiliates, we recommended temporarily increasing commission rates to attract top-tier partners and maintain a competitive edge. This dynamic approach ensures that the affiliate network remains robust and adaptable to market demands. Additionally, we introduced a newsletter for affiliates, providing up-to-date brand information, new product launches, and high-quality content they could use in their promotions. This consistent communication helped maintain brand alignment and

138%

INCREASE IN AFFILIATE REVENUE WITHIN 4 MONTHS

137%

GROWTH IN ROAS WITHIN 4 MONTHS

Challenges.

Ace Marks was at a crossroads. Their existing affiliate program was heavily reliant on coupon affiliates, a strategy that was driving down profit margins and diluting the brand’s luxury image. Their commission structure wasn’t leveraging the full potential of content-driven and brand-aligned affiliates, leaving them disconnected from their target audience. The uniform commission rate for all affiliates failed to differentiate between high-impact partners and those less aligned with the brand’s values.

01: Limited foresight in affiliate selection led to a reliance on low-impact coupon affiliates, stalling growth and weakening brand identity.

02: Misaligned brand awareness was why Ace Marks wasn’t fully connecting with their target audience, leading to missed opportunities for brand loyalty and long-term growth.

Solutions.

Giant Propeller didn’t just tweak Ace Marks’ existing strategy—we overhauled it. Our approach was rooted in a deep understanding of the brand’s values and the luxury market, ensuring that every step we took was aligned with Ace Marks’ long-term vision.

 

Redefining the Affiliate Model

We began by dismantling the influence of coupon affiliates, who were undermining Ace Marks’ premium image. Recognizing the brand’s desire for quality partnerships, we scaled back commissions for affiliates that did not align with Ace Marks’ luxury positioning. Instead, we focused on fostering high-impact, content-driven partnerships. These carefully selected affiliates, who resonated with Ace Marks’ brand ethos, were given enhanced incentives to produce high-quality content that appealed to the brand’s discerning audience. This strategy extended to brand ambassadors as well, ensuring that only those who truly embodied the brand’s values and aesthetics were chosen to represent Ace Marks, further reinforcing the brand’s commitment to quality and exclusivity.

Driving High-Impact Sales

We didn’t just stop at redefining the affiliate model; we reshaped how affiliates engaged with the brand. By revising the commission structure, we redirected resources towards affiliates who could truly elevate Ace Marks’ story—those who could speak to the brand’s craftsmanship and luxury positioning. This strategic affiliate mix prioritized long-term brand alignment by focusing on partners who shared Ace Marks’ values and vision, which, in turn, fostered deeper customer connections and loyalty. By aligning with affiliates who genuinely understood and promoted the brand’s core values, we ensured that the customer experience was consistent with Ace Marks’ luxury image, leading to sustained customer loyalty and long-term growth.

Boosting Brand Identity

Empowerment was key. We equipped affiliates with a comprehensive suite of bespoke creatives crafted by Ace Marks’ design and marketing teams. These included high-quality imagery that highlighted the brand’s artisanal craftsmanship, detailed product narratives that highlighted unique features, and compelling brand stories that reinforced the luxury and heritage of Ace Marks. We also provided affiliates with a curated list of Ace Marks’ favorite styles, ensuring that they could promote the brand’s most iconic and desirable products. Consistent communication about these favorite styles and the brand’s heritage ensured that every piece of content shared by affiliates was not only on-brand but also impactful, effectively conveying the essence of Ace Marks to their discerning audience.

01: Limited foresight in affiliate selection led to a reliance on low-impact coupon affiliates, stalling growth and weakening brand identity.

02: Misaligned brand awareness was why Ace Marks wasn’t fully connecting with their target audience, leading to missed opportunities for brand loyalty and long-term growth.

Luring Loyal Customers

A balanced affiliate mix was crucial to our success. By strategically selecting partners who were aligned with Ace Marks’ brand values and capable of delivering a compelling brand experience, we ensured that Ace Marks saw not just an immediate boost in sales but also sustained benefits over time. The high-quality content these affiliates created remained on their feeds, continuing to engage audiences and drive sales for months. This enduring presence underscores the concept of content longevity, where well-crafted content can drive traffic and conversions long after it’s posted.

 

 

By implementing these strategies, Giant Propeller helped Ace Marks achieve a significant increase in affiliate revenue and a substantial improvement in ROAS. Our tailored approach and unwavering commitment to brand alignment were instrumental in driving these exceptional results and solidifying Ace Marks’ position as a leader in the luxury footwear market.

Results.

From August to December, Ace Marks experienced a significant increase in affiliate revenue, surging to a 137% growth. This demonstrates the effectiveness of the strategic adjustments made to the affiliate program.

In September, the removal of Skimlinks coupon was a strategic decision to optimize costs and realigned the brand’s affiliate strategy with its luxury market positioning, resulting in a notable improvement in ROAS for that month.

Despite the reduced commission rates, coupon affiliates decreased their promotional efforts, leading to a lower ROAS in October. To address this, we shifted our strategy towards recruiting new content and agency affiliates, offering them competitive commission incentives. Content affiliates justified the increased cost through their ability to extend audience reach and enhance brand visibility.

During November and December, the engagement with agency affiliates, who operated under a more cost-effective commission structure, proved particularly effective. These agencies, managing a network of content affiliates, helped drive the revenue increase while also contributing to a recovery in ROAS.

138%

INCREASE IN AFFILIATE REVENUE, HIGHLIGHTING A SIGNIFICANT RETURN ON INVESTMENT

137%

RISE IN ROAS FROM AUGUST TO DECEMBER, DEMONSTRATING THE EFFECTIVENESS ON A QUALITY-FOCUSED AFFILIATE STRATEGY