Admitad Affiliate marked 200% YoY for AJIO

AJIO is one of the most popular and leading fashion brands in India offering fashion products, accessories, and local handicraft products. Having launched the affiliate program in 2016, Admitad Affiliate India has been running the AJIO CPS affiliate program for desktop and m-site. Over time, Admitad Affiliate has been adding different types of publishers to understand what works best for the brand.

Objectives

With the help of Admitad Affiliate, Ajio was looking to:
  • Analyze consumer's behavior to target the required audience 
  • Drive quality traffic on an ROI-based model
  • Optimize the campaign via the affiliate channel
  • Bring new experiences with everyday deals
  • Create brand awareness along with the online presence
  • Showcase the potential of the program to publishers
  • Educate publishers about the premium range of brands
 

Solutions

We have made a series of steps – from tailored newsletters to inspiring social media posts along with press releases in the media, social media announcements, Internal publisher dashboard banners, email blasts to publishers in India. We also recruited other traffic types that are more related to brand products – content creators, tech enthusiasts and audio reviewers. 

Initiating the campaign with Coupons and Deal

Admitad Affiliate together with AJIO introduced special rewards for publishers whose performance was higher than others’ during the sales and special events organized by the fashion brand and thus started with sourcing exclusive coupons, deals and promos for the Loyalty and Reward partners. We created special landing pages for AJIO as well as for some of the top converting brands and products available on AJIO. At the same time we also organised shopping festivals at certain times of the year, featuring AJIO as one of the marquee advertisers.

Enabling Personalised Marketing for better promotion

In addition, activities such as Email/Newsletter marketing, and promotions on instant messaging apps like Telegram/Whatsapp allowed us to test the waters and assess the popularity of the AJIO brand in India. The learnings and insights from these activities enabled us to optimize the campaign better across multiple promotional channels

New Publishers as a source of new customers

To develop the existing partners and introduce them to the program we made every effort to onboard the new ones, such as content sites, bloggers, cashback platforms and loyalty partners. By having practically all the ad spaces covered we managed to target customers almost everywhere online and catch them at any stage of the sales funnel. 

Applying Innovatory to get propulsion through millennials 

Results

We marked that the progress in the first couple of years was steady as the brand looked at consolidating its presence in the market while keeping spends in check. The first boom came in 2019 when the program at Admitad Affiliate grew 6x over the previous year. The growth trend continued in 2020, where we saw a further 225% growth over 2019. Results from the first quarter of 2021 indicate that the campaign is on track to more than double its 2020 performance.Along with the increase in absolute numbers, the average transaction value in the campaign has also increased by 25% from 2020 to 2021, which proves that the affiliate program has contributed significantly to the overall value of customers.

“AJIO has been associated with Admitad Affiliate since 2016, Over the last 5 years Admitad Affiliate has always been a trustworthy affiliate network for us, its team has proved their worth every time. Affiliate marketing is one of the most promising sales channels for any brand as it’s the only channel that gives 360-degree visibility across online platforms. Affiliate channels not only help a lot in sales but help build a brand as well. The team has been closely working with us to reach month-on-month targets. They come up with new trends like trying Influencers, bloggers, etc to tap the potential. They are here as a gold mine for a brand to reach out to the right set of customers.” - Prateek Rathore,  Assistant Manager (Strategic alliances & partnership marketing) | AJIO