Case Study
Le Slip Français

Diversify their acquisition channels, develop affinity communities and committed influencers thanks to the Affiliate marketing lever.

 

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Photo Le Slip Français

“You want to change the world? Start by changing your underwear!”.

 

Who doesn’t know this famous advertising slogan, created by Le Slip Français, the clothing brand that has been reinventing the textile industry since 2011. Le Slip Français’ mission today is to change the textile industry, by manufacturing all your products in France, less than 250km from your home, by relocating production, by developing local and eco-designed materials, and by using new digital tools, sustainable production rooted in the diversity of the territories.

Challenge
Challenge

Ensuring profitability with top of funnel publishers

  • Recruiting partners with qualified, targeted audiences who are committed to Le Slip Français on a
    long-term basis.
  • This is the mission that the Affilae Affiliate managers had to reconcile with the objectives of profitability, respect for the target ROI and programme COS.
Deployed strategy
Deployed strategy

Tactical activations

  • Valuing and committing partners through framework deals negotiated by partner and type of partnership (long-term commitment, differentiated remuneration by type of client, remuneration methods open to fixed costs, etc.).
  • Activate a number of highlights to recruit, diversify (Test & Learn) and integrate profitable CPC and fixed cost partnerships with influencers, blogs, general and specialist media sites, via display, etc.
Objective
Objective

Deploy a premium affiliate program

  • Launch a Premium Affiliate marketing programme in order to diversify the brand’s sources of acquisition.
  • To create and animate a network of influencers and affiliates targeting “Responsible Fashion, Made in France, eco-responsible” and guaranteeing an ambitious profitability level.
Deployed strategy
Deployed strategy

Tactical activations

  • Valuing and committing partners through framework deals negotiated by partner and type of partnership (long-term commitment, differentiated remuneration by type of client, remuneration methods open to fixed costs, etc.).
  • Activate a number of highlights to recruit, diversify (Test & Learn) and integrate profitable CPC and fixed cost partnerships with influencers, blogs, general and specialist media sites, via display, etc.
Objective
Objective

Deploy a premium affiliate program

  • Launch a Premium Affiliate marketing programme in order to diversify the brand’s sources of acquisition.
  • To create and animate a network of influencers and affiliates targeting “Responsible Fashion, Made in France, eco-responsible” and guaranteeing an ambitious profitability level.
Picture Le Slip Français
Results
Le Slip Français
14
traffic multiplied*
Le Slip Français
5,5
turnover multiplied *
Le Slip Français
3,5 %
conversion rate **
Le Slip Français
47 %
the affinity lever representation of the turnover generated by the affiliate program **
* Q4 2020 vs Q4 2019
** On Top Of Funnel publishers and without voucher
Picture Le Slip Français
Robin Caillaud, Head of Ecommerce
Le Slip Français
Picture Robin Caillaud, Head of Ecommerce Le Slip Français

We have managed to create a healthy model, with mainly affinity publishers, where very little promotion is pushed. (…)

Requests to join our affiliate program are increasing every month as success stories multiply. (…) We are delighted with the support of the Affilae teams. Every week, we discuss upcoming speaking engagements, partner sourcing and the results of actions taken.

Our account manager listens to us and makes suggestions to ensure that our requirements, our brand platform and our news are met as closely as possible.

Laurent Sonneville, Account Manager Senior
Affilae
Photo Laurent Sonneville, Accoutn Manager Affilae

We’re delighted to be working with Le Slip Français on the creation of their first affiliate program, a lever never before used in their acquisition strategy. We have succeeded in developing a high-quality network of partners, in line with the brand’s strong environmental and social values. Mostly affinity-based (influence – blogs – media), the network of publishers is premium, loyal and committed over the long term.

The availability of their team, combined with our top-of-the-tunnel expertise and the provision of various resources such as endowments and flexible remuneration models, enabled us to set up a Premium program in less than 6 months. Once the program had been launched and the effectiveness and value of affiliation in their acquisition mix had been proven, personalized processes were established between their teams and ours to anticipate and plan the brand’s high points and support them in achieving their overall objectives.

All the objectives set (sales volume / profitability) were achieved during the program. It’s a real pleasure to work with Le Slip français and to contribute to the growth of a company that promotes Made In France !