Hoover is a pioneering floor care and appliance brand that transformed domestic life by introducing the world’s first motorised vacuum cleaner. After establishing a dominant presence in its core markets, the brand has continued to evolve, integrating smart technology to simplify home maintenance for modern consumers worldwide.
The challenge
Hoover, a leading home appliance brand, aimed to elevate its affiliate marketing beyond a discount-code heavy approach. The primary challenge was to demonstrate the channel’s incremental value and expand its reach to high-quality content publishers, moving beyond a sole focus on last-click conversions. They needed to adapt their strategy to encompass the full marketing funnel and unlock new growth opportunities.
The solution
Full-Funnel Approach with Strategic Partnerships
Working with Total Digital, Hoover implemented a multi-faceted strategy. Total Digital, recognizing the need to move beyond a discount-led model and achieve full-funnel coverage, identified Skimlinks as an ideal partner to support Hoover’s evolving affiliate marketing goals. This involved a significant pivot to a full-funnel approach, prioritising incremental sales. A key element of this was the adoption of a Cost-Per-Click (CPC) model in June 2024 to better leverage “commerce content” and foster more mutually beneficial partnerships with publishers.
Business outcome
- 6.2 X ROI on CPC Campaigns – A subsequent CPC campaign run through Skimlinks achieved a remarkable 6.2x ROI.
- +40% editorial content revenue – Editorial content now accounts for over 40% of the programme’s revenue, with solid data proving its incrementality.
- 10X budget increase – Since 2024, Hoover’s affiliate marketing budget has increased tenfold, reflecting the channel’s growing importance.
- Expand publisher reach – Hoover successfully partnered with a large UK publisher through Skimlinks, leveraging multiple national and regional publications. They also successfully engaged publishers like Good Housekeeping, adapting their strategy to fit different content environments.
- Proven Incrementality – The partnership with Skimlinks has successfully countered the misconception that affiliate marketing cannibalises sales, demonstrating its potential as a leading growth channel for Hoover.
“We love that Skimlinks gives us direct access to relationships with which we can negotiate content deals with the publishers themselves. This is essential when managing an affiliate programme of this scale. Additionally, Skimlinks offers us visibility of data so far above any partner we work with helping plan strategies that will offer us most value.”
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