Arms Of Eve.
Arms Of Eve, a growing brand in the fashion and accessories sector, faced the challenge of optimising their affiliate and partnerships strategy. They needed a partner who could help them scale affiliate-driven revenue, refine their partner network, and improve efficiencies in their affiliate marketing program. Thoughtful was brought on board to evolve and reshape the affiliate strategy, focusing on brand alignment, better partner performance, and ultimately, more sustainable growth.
The collaboration between Arms Of Eve and Thoughtful focused on strategic optimisations across several key areas:
- Brand-Aligned Partnerships
Thoughtful emphasised working with affiliates that truly aligned with the brand’s values and image. By reviewing and removing non-compliant partners, the focus was on cultivating stronger, more reliable relationships with partners who truly resonated with the brand’s message and target audience. - Brand Protection
Rather than chasing sheer revenue or conversion numbers, the strategy prioritised the protection of Arms Of Eve’s brand reputation. By ensuring that affiliate content and outreach were on-brand, the long-term integrity of the company was preserved. - Optimising Efficiencies
A critical part of the strategy was to drive cost efficiencies while boosting performance. Thoughtful helped streamline the affiliate channel by refining partner selection, optimising commissions, and reducing the cost per acquisition, all while maintaining a solid growth trajectory.
The results of the partnership between Arms Of Eve and Thoughtful were remarkable, showing not just strong growth, but also significant improvements in key performance indicators (KPIs):
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- Click Volume grew by 24.4% over the last 6 months, indicating a broader, more aligned reach from affiliates.
- Conversions rose by 80.6%, showing a significant improvement in affiliate performance.
- Affiliate-Driven Revenue surged by 71.2% in the same period, outpacing the previous 6 months.
- Conversion Rate improved by 32.5%, signalling a higher-quality affiliate traffic.
- Average Order Value (AOV) increased by 3.4%, reflecting stronger purchase intent.
- Commission Paid increased by 27.9%, mirroring the rise in revenue, and demonstrating a healthy growth ratio.
- Cost Per Acquisition (CPA) dropped by 32.5%, indicating an efficient use of marketing spend.
On a year-over-year basis (Jul–Oct), the numbers were equally impressive:
- Clicks increased by 26.8%.
- Conversions went up by 11.4%.
- Affiliate Revenue grew by 12.6%.
- AOV increased by 9.7%
The strategic focus behind the success
Thoughtful’s strategy didn’t just centre on immediate performance gains – it focused on long-term, sustainable results. By prioritising brand-aligned partners and brand protection, they set the foundation for success that aligned with Arms Of Eve’s broader goals. Thoughtful’s approach was all about quality over quantity, focusing on high-value partners and ensuring that the affiliate channel wasn’t just driving traffic, but was also helping to elevate the brand.
The strategy paid off, not just in financial terms, but in ensuring that Arms Of Eve’s brand remained protected and its partnerships remained strong.
Client & Agency Perspectives
Chris Perkins, Affiliate & Partnerships Director at Thoughtful:
“Partnering with Arms Of Eve has been incredibly rewarding. We’ve focused on long-term growth and protecting the brand while driving strong performance. The results speak for themselves, and we’re excited to continue working together to take this programme even further.”
Aaron Langer, CEO at Arms Of Eve:
“Thoughtful has helped us reshape our affiliate strategy in ways we never thought possible. We’ve seen tremendous growth, but more importantly, we’ve built a program and partnership that truly reflects our brand’s values. We’re looking forward to continuing our partnership with Thoughtful and seeing where we can go next.”
