Interview Maude Haese – Head of online acquisition at Tediber
Hello Maude, thank you for agreeing to answer our questions, we are delighted to welcome you.
You asked us to optimise the performance of Top of funnel acquisition, in order to generate high visibility for the Tediber brand, while controlling costs.
Tediber has a simple ambition: to change the lives of thousands of people, by making an incredible mattress accessible to all, easily and simply.
Maude, so that our readers can get to know you, can you tell us who you are and what your job at Tediber involves?
My name is Maude Haese, I have been Head of Online Acquisition at Tediber for over 3 years. My role is to support Tediber’s growth by defining the strategy for the different acquisition channels at Tediber (SEO, SEA, PLA, Affiliation, RTB, Display, Retargeting, Emailing, SMS etc.). This involves a lot of KPI analysis and continuous optimisation, managing the budget for the different channels, managing the acquisition team, defining partnerships and coordination of agencies, the creation of monitoring reports and making decisions.
Tediber’s challenge is to become one of the leading brands in the bedding industry in France.
What were the initial motivations for Tediber to create an affiliate marketing program?
Affiliate marketing is one of the best channels in the home market today.
At Tediber, we use affiliate marketing to activate publishers at the beginning of the conversion funnel to introduce the brand, which is why we wanted a first click and independent programme (unlike others without commissions for Affilae).
At Tediber, we don’t want to do vouchers or cashback, we want to reach influencers, media groups and take advantage of an advantageous and competitive rate rather than going over the counter. Our strategy is purely ROI oriented.
How was this initiative received by your influence/media partners ?
Internally, this initiative has been a real benefit: saving time, increasing the weight of the affiliate marketing channel and therefore the turnover. This has become a real strength for Tediber after just one year.
The analysis of the KPIs is particularly relevant to demonstrate this: budget/cash flow; rate of useful visits; weight of each type of affiliate; notoriety for the influence side.
How did the Affilae teams support you in this project ?
We have had great support, with two account managers looking after our affiliate marketing programme. This support gives us more time to analyse the results. The Affilae teams offer us a plan for the year, a dedicated plan, challenges, it’s a win-win partnership.
In your experience, what are the advantages of working with a platform like Affilae? Would you recommend Affilae ?
Of course, I recommend Affilae with my eyes closed! It’s a very easy-to-use platform, very transparent. The teams are responsive and have a lot to offer.
Thank you Maud for your time. We are delighted to accompany you with your programme!
Want to know more?
Find out what our results are with the Tediber case study: