Success Stories
Admitad generates a 961% increase in GMV for Carinii
A case study of the collaboration between Admitad and Carinii
An affiliate program targeted at developing Carinii’s e-commerce store resulted in significant growth in sales and orders, confirmed by a high GMV index and increased average cart value. This case study shows how SME companies can use affiliate marketing to promote their brands and increase sales.
Client profile: Carinii
Carinii is an international footwear company targeted at bold, modern women willing to experiment with fashion. It was founded in 2005 and financed entirely with Polish capital. Its products are designed in cooperation with Italian stylists and manufactured in Poland.
In order to increase brand visibility in the highly-competitive fashion market, Carinii decided to introduce influencer marketing into its business strategy. To this day, the company still successfully collaborates with famous brand ambassadors such as Natalia Siwiec and Magda Pieczonka.
A tailor-made marketing strategy
Carinii had never worked with an affiliate marketing network before, so Admitad’s experts had a lot of freedom in creating an affiliate strategy for them.
Work began with an initial meeting with Carinii, aimed at identifying the key problems that affiliate marketing could solve. This discussion resulted in the jointly-defined goals of improving website traffic statistics and increasing the share of e-commerce sales in the company’s revenue stream.
To achieve these goals, Admitad developed a holistic strategy that utilised multiple traffic sources to advertise Carinii’s new collections and special offers at different stages in the sales funnel.
With a backdrop of global rising inflation, Admitad predicted success in using offers published on cashback sites, price comparison sites and promotional code aggregators. In addition, Carinii agreed to not exclude any publisher business models from Admitad’s strategy.
Targeting every stage in the sales funnel
Admitad experts began implementing a strategy of expanding Carinii’s brand awareness by working with media buyers.
Media buyers are a source of traffic that are often excluded from partner marketing campaigns due to the high risk of keyword cannibalisation. Therefore, working with media buyers requires the creation of a specific list of restricted keywords that cannot be used when setting up a campaign.
Our strategy targeted three key stages in the marketing funnel. At the initial stage, publishers used generic keywords and non-brand-related phrases in ads distributed on Google. In the first month of cooperation, almost 30% of generated orders came from paid traffic from Google Ads. Over the course of the whole campaign, the most successful publisher achieved a CR of 4.6%.
Web browser extensions which allow users to save products to wish lists were responsible for executing the middle part of the funnel. Wish lists are widely used as an effective strategy to drive purchases in the beauty and apparel segments.
Finalising the sales took place with the help of promotional codes and cashback services. During the campaign, these publishers generated a 14% higher average cart value than all other traffic sources.
Marek Urawski
E-commerce Manager, Carinii
– We are very happy with the outcome of our cooperation with Admitad. This increase in valuable traffic allowed us to significantly increase our revenues. We feel we can count on Admitad’s support at every stage – from outlining strategies to implementing actions with individual publishers. In the near future, we plan to expand into further European markets and we are confident that continued cooperation with Admitad will be an important factor in executing this strategy successfully.
Results of cooperation
From May to November 2022, Carinii’s GMV index increased by 961%, the number of orders increased by 520% and the average basket size increased by 369%. With such rapid growth, online sales became a significant sales channel for the brand.
Working with Carinii proved that having the right, targeted approach is more important to a campaign’s success than the leveraging of a well-known brand. It also proved that e-commerce can be a key channel for footwear sales.
The Carinii program made it into Admitad’s top 5 most successful campaigns. Admitad remains Carinii’s exclusive affiliate partner to this day.
Tetiana Temruk
Head of Ecommerce, Admitad Polska
– Aside from Carinii’s great product quality, pricing policy and customer service, the success of our cooperation was based on good communication and constant feedback. As a result, the program saw rapid sales growth and high conversion rates. Publisher actions were quickly adapted to customer needs, which immediately translated into positive statistics.
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