Gen3 Marketing
Supercharging the Growth of the Affiliate Channel
Tails.com is a direct-to-consumer, online dog food subscription company that offers bespoke kibble tailored to the unique nutritional needs of dogs. Gen3 collaborated with tails.com to significantly scale the number of new customers trialing tails.com and the profitability of new customers at an efficient CPA.
They optimised the existing active affiliate base, made improvements to the end-to-end customer experience, scaled up spend for tactical activity, tested and experimented with creative and messaging, and built closer relationships with key affiliate partners.
Despite the challenging environment and ambitious targets, their strategy led to fantastic performance for the channel and the over delivery on targets of core metrics. Since January 2022, Gen3 and tails.com have successfully scaled the channel year on year by the execution of a clear growth strategy and delivery of campaign objectives.
Judges Comments
“The OKRs of this programme were really impressive. They expertly juggled a set of ambitious key results, and distilled them into a single umbrella objective.”
Deep Dive
Hello Partner: How does it feel to win this award, and what does it mean to you?
Elaine Wan, tails.com: Shocked, actually! Really shocked. Such a surprise. Over the moon.
Sophie Van der Veken, tails.com: I feel amazing. I'm really happy because we put lots of work into it, it was very much a team effort, and I'm happy that it gets rewarded.
Hello Partner: Do you have any advice for how SMEs can really flourish in the space?
Elaine Wan, tails.com: Think big. Don't be afraid of being ambitious, even if you've got small budgets. Having dedicated expertise in-house with a great agency partner has helped us to be successful. No matter how big you are as a brand, that gives you a good foundation.
Sophie Van der Veken, tails.com: It's all about teamwork, teamwork, teamwork. Dream big, like Elaine said. You will win awards. Have fun doing it. Work hard, work with your team. Everything will be fine!
The Performance Marketing Awards 2023 was held in association with Blue Light Card
