Targeted Marketing Tactics Allow Le Col To Tap Into a Lucrative Market
Founded by professional cyclist and rider for team GB, Yanto Barker, Le Col is a premium British cycling apparel brand with a single-minded focus on performance. They take real pride in what they do, with a simple but enduring purpose: to make the best performance kit to help cyclists ride faster and further on every ride.
Learn how Acceleration Partners helped Le Col create a targeted recruitment and activation campaign to drive significant growth in the affiliate channel, making it one of the brand's strongest performing marketing channels.
150% year-over-year increase in sale active affiliate partners
205% month-over-month increase in sales via the affiliate channel
As part of its overall growth strategy, premium British cycling apparel brand with a single-minded focus on performance Le Col launched a highly anticipated affiliate programme. However, the brand’s new programme was under performing in several key metrics, especially when compared to other digital channels. Its most concerning trend was around partner activation rates well below initial projections.
Le Col sought to accelerate affiliate channel growth through partner recruitment and reactivation, and the team set the following primary objectives:
Leverage a targeted recruiting and reactivation campaign to increase sale active partners by 70%.
Create a new programme product feed to activate a more diverse range of partners.
Cost-effectively increase total order volume derived from the affiliate channel.
Streamlined Recruitment and Activation Strategy
New Programme Product Feed
The team helped Le Col launch a new programme product feed, creating opportunity to work with Price Comparison and CSS partners.
New Partner Recruitment and Activation
Messaging focused on brand growth, increase in product demand, and compelling brand promotions.
New partners received a 5% CPA increase during their first month upon activation.
Engagement of Existing Partners
Messaging focused on product demand and compelling brand promotions.
The team negotiated increased exposure and strengthened relationships with existing partners.