Awin
Tomahawk Shades and Today’s Business
Awin won the Global Performance Marketing Award for Best Performance PR Campaign due to its innovative use of influencer marketing to significantly enhance brand visibility. Faced with the challenge of high influencer costs, Today’s Business crafted a unique PR opportunity that leveraged affiliate marketing to engage golf sensation Paige Spiranac.
By positioning a high-commission affiliate partnership as more valuable than traditional advertising, Tomahawk Shades captured the attention of millions of sports fans. The campaign resulted in thousands of new Instagram followers and email sign-ups, alongside valuable backlinks from major media outlets like Sports Illustrated.
With extended cookie periods, custom landing pages, and unique promo codes, Spiranac promoted Tomahawk to her vast audience across multiple platforms, leading to a remarkable 300% uplift in website traffic. This strategic approach established a robust foundation for future influencer collaborations.
Judges Comments
“It seems Awin struck gold by partnering with a top sports creator for the Tomahawk campaign, crafting a winning formula that now has the brand eagerly scouting for new sports stars to collaborate with. Their human-centric approach stands out, initiating negotiations that let the creator voice their concerns and options, thereby forging a stronger connection.”
Deep Dive / Q&A
The Global Performance Marketing Awards 2024 was held in association with ad4mat
