The challenge

UKLASH partnered with Vervaunt to evolve and scale their affiliate programme. Previously, performance was driven by a small, subnetwork-heavy partner base, with limited strategic input or data visibility. The brand’s priority was to transform affiliates into a channel that could consistently deliver new customer growth at a sustainable cost. This required a complete strategic overhaul, from optimising commission structures to targeted recruitment, as well as elevating their presence across high-impact media outlets.

The objectives

Our team identified key strategic objectives for our partnership, these were:

• Drive new customer growth through affiliates.
• Expand the partner base and secure high-impact media and editorial partnerships through Vervaunt’s network.
• Build a data-led, scalable programme with clear, measurable outcomes.

Our approach

We designed a strategy focused on new customer acquisition (NCA), underpinned by improved tracking, better data, and stronger incentives for high-value partners.

Data & tracking

We implemented NCA tracking to distinguish between new and returning customers enabling us to incentivise effectively and reward conversions that aligned with the brand’s objectives. A custom dashboard was built to monitor CAC across partners and make informed, data-led decisions on optimisation and investment.

Commission strategy

A tiered commission model was introduced based on customer type and value, ensuring we remained competitive across the beauty vertical while protecting margins. Vertical benchmarking helped to refine this model and maintain programme appeal to potential partners.

Recruitment & editorial strategy

With the foundations in place, we activated a strategic recruitment drive, targeting relevant content creators and editorial partners aligned with UKLASH’s audience. This included direct outreach and incentivised onboarding campaigns, leading to affiliate placements in titles such as Women’s Health, Vogue, and Daily Mail Shopping.

Test & learn

The first six months followed a test-and-learn approach giving us time to assess which partners were delivering against business goals, before scaling those delivering strong NCA and efficient CAC.