Case Study: Affiliates

Operator of UK Football Pools, lottery and online gaming leader covering 150 countries worldwide.

Summary
1 Increase in new user sign up by 839%
Year on Year

2 Earnings per click increased by 500%

Online games website raises the stakes 3 Strategy included bespoke commission

with a winning Affiliates campaign

to cashback sites, use of email affiliates
and the close linking of affiliate creative
to offline campaigns

Objectives
Online gaming is one of the most saturated markets in the UK and Vernons wanted to make
sure they stood out from the crowd and stay ahead of the game. They needed a vibrant
“I am delighted that
agency with a proven strategic approach to affiliate marketing.
bigmouthmedia has beaten our
Vernons were looking to increase their online visibility and had significant targets to achieve by 2008 targets for both customers
the end of 2008. The project was designed to achieve three key goals: and numbers of affiliates. I am
1 Double volume of new users coming through the affiliate channel by the end of the year looking forward to working with
them to develop the business
even further in the long term.”
2 Improve the quality of players reaching the site

3 Grow the presence of the Vernons brand online

Martin Williams, E-Gaming Manager
Vernons.co.uk
Our solution
With the affiliate market place saturated by gaming clients, Vernons needed to ensure they were
providing strong creative, competitive commissions and strength of brand intelligence to their
affiliates in order to be competitive. Bigmouthmedia employed a number of strategies to
engage with different types of affiliates to ensure the brand was represented across a multitude
of sites:
1 Bespoke commissions to cashback sites and strong placements ensured the Vernons
brand was seen before other competitor brands
2 Identified, and brought to the table, new affiliates who demographically targeted email
campaigns to prospective customers

3 Product based creatives linked to offline marketing campaigns for consistent user message

4 Seasonal competitions

Results
Results show that an existing affiliate marketing campaign can be revitalised by engaging with
the right types of affiliates and providing them with the resources to promote the brand and
drive traffic to the site. As a result of the refreshed affiliate campaign developed by
bigmouthmedia:
1 Targets were achieved 6 weeks ahead of schedule

2 In the 3 months that the target was achieved, growth year on year was 839%

3 Conversion rate went up from an average of 1.50% to 5.16% during the 3 month period

4 Earnings per click increased by 500% from £0.19 to £0.96

5 Affiliates continued to promote the brand once the interest had been reignited