Anglian is the UK’s number one home improvements company, delivering great value and service to customers for over 50 years. From windows and doors to conservatories, roof trim and garage doors, Anglian provides quality, British-made products tailor-made for each and every UK household.
Awin’s long standing relationship with Anglian Home Improvements took an exciting turn in March 2016, when it was selected as the advertiser’s exclusive Lead Generation network. Between then and now, the companies have worked in close partnership to entirely re-vamp Anglian’s full affiliate offering to shape a large, remoulded programme built on brand awareness, transparency and validity.
The Challenge
Awin’s brief covered several targets. The first was to cleanse, audit and expand upon Anglian’s existing affiliate activity through re-launching as their newly appointed, exclusive network. It would also be important to combat campaign saturation and market cannibalisation by identifying and filtering out poor-performing, rogue sources and actively optimising the performance of Anglian’s highest-converting Awin traffic sources.
The campaign would offer full exposure, client contact with and pre-approval of publishers with a focus and drive for significant growth in volume YoY.
Until March 2016, the programme had been run via Awin alongside another company. The programme was migrated fully to Awin in order to achieve the transparency and insight into the conversions that Anglian needed to generate in 2016. By placing their programme exclusively with Awin, Anglian instantly utilised a transparent funnel for their CPL activity. Not only does Awin offer full visibility of live traffic sources, the team can assign unique Anglian media codes for lead quality assessment at multiple sub-source level.
The Challenge
All leads submitted into the Awin-Anglian data-capture form are subject to validation under Awin’s integration with the Lolagrove lead verification tool. Only genuine, contactable leads are fed into Anglian’s call centre for fulfilment, logged in Awin affiliate reporting interface and considered billable. The Lolagrove tool simultaneously enables the Awin team to promote Anglian amongst email publishers, as well as via an API solution for multi-pitch Host & Post lead specialists operating comparison sites specifically in the Double Glazing vertical.
A test budget was added to Awin’s monthly media plan, resulting in new opportunities such as tenancy agreements with leading publication audiences (including The Independent, The Telegraph and OK! Magazine). CPM agreements are always user-targeted against key Anglian demographics.
Affiliate Days were also introduced. The set-up consists of an allocated day of back-to-back affiliate meetings at Awin HQ, enabling open communication between advertiser, network and publisher to further develop working relationships and jointly brainstorm key optimisations. Off the back of these, bespoke email creative and landing page designs have occurred for key publishers to tap into additional markets – i.e. terraced house imagery inclusions to boost appeal amongst less prime audiences, based on geo-locations.
An open dialogue approach was reinforced in the form of regular conference calls with all three parties. Publisher incentives such as December’s reward of a Christmas Hamper for largest YoY volume increase, for example, were also introduced to encourage growth amongst long-term publishers.
Lolagrove’s Crop Ninety suppression tool will be utilised in 2017 to enable even securer data-handling processes, ahead of impending EU legislation changes.
The Results
The resultant uplift was sizeable, with a year on year lead volume increase of 84 per cent, and a huge 145 per cent YoY sales increase for the Awin affiliate channel. Awin also achieved the Anglian CoS KPI target and are aiming to improve again within the next financial year.
Sentiments from Anglian Home Improvements…
“The transparent funnel not only enabled Anglian to run an open and compliant programme but enhanced the programme’s ability to reach a wider publisher base and provided publishers with a competitive rate for variable models. The programme’s significant year on year development has given Anglian the ability to confidently predict growth in 2017/18.”