The past few years have seen breakthroughs in affiliate and influencer marketing, especially in the partnership economy. It has never been more important to focus on our partners, including affiliates, influencers, and creators. As consumers take control, brands must foster transparency and trust through meaningful partnerships.
Prominent brands like Sephora, Canva, Fanatics, Coach, and Hubspot are aggressively leveraging their marketing strategies to adapt to this evolving landscape. Explore these key marketing campaigns powered by partnerships in 2023 and gain insight on how to achieve similar success.
Coach launches new perfume with influencers targeting Gen Z
The renowned brand has launched a new perfume collection, Coach Dreams Sunset.
My goal is? Also known as “Zoomer”, he has attracted the attention of his Gen Z audience from the age of 11 to the age of 26. The brand targeted bilingual Gen Z (English/Spanish speakers) living in major metropolitan areas across the United States.
Coach participation studiois impact.com's managed services hub, creating strategic connections between brands and this active target audience for successful new fragrance launches.
Coach received over 200 pieces of content from 55 influencer partners
Coach is enjoying the sweet taste of success and the fruits of market victory through an influencer campaign led by impact.com, all in just three short months.
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- 55+ revenue-generating partnerships with influencers across major US markets
- Infeed 200+ user-generated content (UGC) for Instagram posts, stories, and reels
- Consumer engagement rate across all Seed content is 4.5%
- Engagement rate from paid influencers is 3.7%
- 2.3 million+ paid influencer content
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In addition, Coach actively connects with bilingual, female-minded consumers ages 18-34, a key demographic that drives revenue. Our partnership with Impact.com has significantly expanded our reach. This is a goal that all brands aim to achieve.
- 80% of audience engagement (and growing)
- Bilingual engagement
- Intra-urban connectivity (>5% in New York City, 4.5% in Los Angeles, 2% in Houston)
Key takeaways from Coach's perfume launch with influencers
- Coach has succeeded in attracting a younger audience with its new perfume, Coach Dreams Sunset, designed for teens and 20-somethings.
- The partnership with Interparfums, Inc. allows Coach to leverage a hybrid compensation model to develop, manufacture, sell and introduce new fragrances to influencers.
- By strategically collaborating with influencers and creators, Coach has generated user-generated content (UGC) that resonates with its target audience, resulting in high engagement rates and significant reach.
3 strategies brands can implement from Coach campaigns
- strategic influencer partnerships: Work with influencers from different demographics and cities to create user-generated content that authentically showcases your products. This approach can significantly increase brand awareness and engagement.
- Timely content development: Roll out content in stages, generate buzz before launch, and leverage key seasons and events post-launch to maintain audience interest. Tailor your message to a specific theme or occasion that resonates with your target audience.
- Diverse audience targeting: We aim to reach a diverse audience by partnering with influencers who appeal to different demographics. Carefully monitor engagement metrics to ensure your campaigns resonate with different audience groups, including second language speaking communities.
Sephora Triple your revenue by working with all our partners
Sephora, a visionary beauty retail brand founded in France in 1970, has embarked on a transformational journey to strengthen partnerships and drive significant revenue growth. Recognizing the need for a more efficient partnership management solution, his Sephora moved to impact.com and transformed its collaboration approach.
By migrating our partners and affiliates to Impact.com's platform, get sephora Unified view of cross-regional partnerships, streamlined recruitment process, and optimized partner performance with robust tracking and reporting tools.
The brand saw a significant increase in revenue, tripled partner growth, and a 101% increase in engagement. By employing diverse partnerships and leveraging impactful reporting tools, Sephora has saved time and resources and expanded its reach and influence in key markets.
The team was able to accomplish the following:
- 100% partnership and affiliate collaboration
- Streamline workflows and partner recruitment (across all partners and geographies)
- Flexible contracts and detailed reporting
- $7.4 million in revenue across 293 partners
- 3x revenue growth
- Partner growth rate 101%
The success of Sephora's partnership strategy confirms the brand's commitment to innovation, collaboration, and building a global beauty community that resonates with customers around the world.
Key takeaways from Sephora's partnerships with affiliates and influencers
- Sephora's move to Impact.com allows us to consolidate our partners and affiliates on one platform, streamlining processes, increasing efficiency, and providing a comprehensive view of our partnerships across the region.
- By leveraging Impact.com's discovery portal and communications capabilities, Sephora diversified its partner mix, expedited the hiring process, and connected with a wider range of influencers, affiliates, and content creators.
- By leveraging Impact.com's detailed reporting tools, Sephora gained valuable insights into partner performance, segment analysis, and revenue generation. This data-driven approach has helped Sephora optimize its strategy, drive customer acquisition, and collaborate more effectively with partners.
3 strategies brands can implement from Sephora's success
- Centralized partnership management: By adopting a unified partnership management platform, brands can benefit from streamlining operations, facilitating communication, and gaining a holistic view of partner relationships across different geographies.
- Adopt innovative recruitment methods: With a platform with advanced search options and integrated communication features, brands can accelerate partner adoption, reach diverse audiences, and forge meaningful partnerships with influencers and content creators. I can.
- Prioritize data analysis: Investing in robust reporting tools allows brands to make informed decisions, optimize partner performance, identify revenue-generating opportunities, and tailor marketing strategies to specific segments. , leading to improved growth and scalability.
HubSpot drives growth through strategic collaboration
HubSpot, a leading CRM platform, has strengthened its partnerships to increase revenue. HubSpot focused on affiliate partnerships and overcame expansion hurdles with a new platform. This has improved resource allocation, streamlined recruitment, and increased affiliate-driven demand.
HubSpot has achieved impressive results through strategic collaborations with a diverse range of partners, including SaaS reviewers, content creators, digital educators, and product integration businesses. The brand saw a significant increase in affiliate revenue and signups of more than 50%, and a significant increase in earnings per click (EPC).
With a focus on data-driven decision-making and dynamic payments. HubSpot Optimized Partner Performance, gained deep insights into campaign effectiveness and enabled automated payments to motivate affiliates. This strategic approach has increased the success of HubSpot's partnership program, improved the overall partner and customer experience, and demonstrated the power of strategic alliances to drive business growth.
The company ended 2023 with great success.
- Affiliate revenue increased by over 50%
- Significantly increased revenue per click (EPC)
- Tripled partner growth
- Improving partner engagement and motivation
Key takeaways from HubSpot's strategic partner collaborations
- HubSpot understood the need for a powerful reporting system to drill into partner performance and campaign effectiveness. Using Impact.com's detailed reporting tools, the team was able to monitor lead quality, conduct checks, and inform all stakeholders about effective strategies.
- The team used impact.com's marketplace to streamline partner recruitment and quickly discover and hire affiliates. HubSpot focuses on recruiting partners such as SaaS reviewers, content creators, digital educators, and product integration businesses by filtering partners based on specific criteria such as location, audience, and engagement rate. , aligned with the goal of mutual success.
- They used impact.com's three-tier compensation structure with dynamic payouts to effectively incentivize partners. Partners earn commissions based on performance and additional bonuses and custom his rates are also added. This approach motivates affiliates through personalized performance emails, fosters relationships, and keeps partners engaged in their success.
3 strategies brands can implement from HubSpot's success
- Optimization using data: Brands can benefit by investing in a platform with comprehensive reporting tools to track partner performance, optimize campaign efforts, and adjust strategies based on data-driven insights. can. By staying informed about what works and what doesn't, brands can strengthen their partnership programs and drive better results.
- Streamline partner recruitment: Brands can leverage a partnership platform with advanced search and communication capabilities to speed up the partner onboarding process. By focusing on recruiting partners that align with business goals and leveraging automation for outreach and program promotion, brands can efficiently grow their partner networks.
- Implement an incentivized payment structure: Brands can employ dynamic pay structures like HubSpot's tiered compensation model to motivate partners and improve performance. By offering tiered commissions, bonuses, and custom incentives based on partner performance thresholds, brands can foster stronger relationships, drive engagement with partners, and achieve mutual growth and success. .
Strategic partnerships to drive brand success
Success stories from Coach, Sephora, and HubSpot show how brands are leveraging impactful collaboration and cutting-edge platform capabilities on Impact.com to drive significant growth, engagement, and revenue. I am. These brands are achieving their goals and setting new industry benchmarks through strategic influencer partnerships, efficient partner management, and data-driven optimization.
As we have seen, the potential to transform brand performance and customer engagement through influencer campaigns, affiliate alliances, or a diverse partnership ecosystem is immense.
