Zenni Optical
The Power of Clearer Vision: Redefining the Strategy for Zenni’s Affiliate Channel
Zenni Optical's strategic overhaul of its affiliate programme yielded remarkable results. Facing revenue declines for the first time in two decades, Zenni's leadership took decisive action, bringing the affiliate team in-house to align with broader business objectives.
With a focus on enhancing spend efficiency and targeting new customer segments, the revamped affiliate programme underwent significant changes. These included shifting towards new customer acquisition, reducing reliance on lower-funnel affiliate sites, and securing high-visibility content pieces to expand reach among Gen Z, Millennials, and higher-income audiences.
The campaign's impact was profound, exceeding goals across key metrics. By eliminating low-funnel spend and expanding the influencer network, Zenni's optimised affiliate programme drove substantial growth, reaffirming its position as a leader in the competitive online optical e-commerce landscape.
Judges Comments
"Zenni Optical's affiliate channel overhaul showcased strategic shifts, targeting new demographics, and customer-centric collaboration, demonstrating innovation."
Deep Dive Q&A
The 2024 US Partnership Awards is held in association with Rakuten Advertising
