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Case Studies

 

Happli draws in competitive audiences through new affiliates

Happli draws in competitive audiences through new affiliates

Background

Happli is a new, ambitious daily deals site from the Trinity Mirror group. The brand launched its lead generation campaign with Affiliate Window in April 2012.

Strategy

The key objective was to attract high numbers of new registrants to rapidly grow the database of customers receiving daily deals alerts.

The network was tasked with focusing on acquiring leads from eight key cities across the UK, and ensuring a positive balance of leads from these locations vs. customers located nationally.

Implementation

Happli use a dedicated, secure data capture form to direct the main programme traffic and utilise a variety of lead sources from content sites, email campaigns and host and post publishers.

Affiliate Window created bespoke logic to match leads from different postcodes and cities into the target eight locations, each with their own commission group. This helps effectively monitor the levels of leads geographically per lead source, and where applicable, pay differing commission rates.

All leads pass through verification checks to ensure that email addresses are deliverable (no duds, fakes or hard bounces).

Results

This is what Steve North from Happli had to say about the partnership:

“Happli challenged Affiliate Window to produce a campaign which generates high quality leads for key locations whilst also delivering against aggressive growth targets. To date, not only have Affiliate Window unequivocally achieved these goals, they have exceeded expectations both in terms of the campaign set-up but also by being flexible enough to accommodate shifting requirements. The account management has been nothing short of exemplary on the campaign and the knowledge, efficiency, responsiveness and industry of the account manager has undoubtedly contributed to the success of the campaign. I am confident that the campaign will continue to go from strength to strength.”

The campaign also generated these results:

•    Over 100k valid leads in the first 4 months
•    £20k in media spend saved from removing invalid leads
•    65% average monthly split of leads from target cities
•    Wide reach, over 50 active lead sources centrally managed and monitored

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