Petit Bateau - Affilae

Case Study

Petit Bateau

Rebuilding trust and relaunching an affiliate program through affinity partnerships

You can’t be serious when you’re 128 years old!

Petit Bateau is first of all a mischievous and joyful universe, which speaks to all generations
With a network of more than 400 stores worldwide, the French ready-to-wear brand, created for children, sells more than 4 million knitted products per year! Petit Bateau has always maintained a unique culture of quality and durability for clothes that stand the test
of time.

Challenge

Petit Bateau had stopped affiliate marketing 2 years ago due to a lack of added value on opportunistic levers.
Our challenge: relaunch an affiliate program, with a model free of conflicts of interest, to provide a source of premium acquisition and to encourage the loyalty of affinity
prescribers!

Deployed strategy

Tactical activations

Selection, migration of historical publishers and reinforcement of partnerships, throughout the year, with top publishers offering real added value.
Recruitment concentrated on affinity publishers: “Parents, Children, Early Childhood and Responsible Fashion” in order to complete the network of influencers of the Petit Bateau brand.
Rapid ramp-up in the first half of the year to ensure annual deals with top publishers, in anticipation of brand highlights and year-end highlights such as Black Friday and Christmas.

Objectives

Focusing the recruitment of new publishers on affinity partnerships by enhancing the touch points of top-of-the-tunnel affiliates and thus deprioritising the last-click vision.
Guarantee the target ROI of the Petit Bateau brand, while focusing on the recruitment and retention of “top of the tunnel” editors.

Deployed strategy

Tactical activations

Selection, migration of historical publishers and reinforcement of partnerships, throughout the year, with top publishers offering real added value.
Recruitment concentrated on affinity publishers: “Parents, Children, Early Childhood and Responsible Fashion” in order to complete the network of influencers of the Petit Bateau brand.
Rapid ramp-up in the first half of the year to ensure annual deals with top publishers, in anticipation of brand highlights and year-end highlights such as Black Friday and Christmas.

Objectives

Focusing the recruitment of new publishers on affinity partnerships by enhancing the touch points of top-of-the-tunnel affiliates and thus deprioritising the last-click vision.
Guarantee the target ROI of the Petit Bateau brand, while focusing on the recruitment and retention of “top of the tunnel” editors.

Results

68%

of sales is represented by the Affinity chanel*

ROI achieved 4 times higher than target ROI*

+ 65,5 %

of turnover between Q1 2021 and Q2 2021

*first half of 2021

Jonathan Boudault, E-Commerce Senior Manager

Petit Bateau

The expertise of the Affilae team has enabled us to work with new partners, partners who were not present on the other platforms {…}. What made us decide to try the adventure with Affilae is based on 3 axes: Ease of implementation, The approach of focusing on affinity, partners and the influencer community as a priority, Affilae’s neutrality and objectivity in highlighting partners. We work hand in hand to grow the turnover.

Camille Zoulikian, Account Manager Senior

Affilae

It’s a real pleasure to work for a historic brand such as Petit Bateau. Together we decided on a new affiliate marketing strategy, opting for a focus on “affinity” publishers that are more oriented towards blogging. After a few months, we focused on quality and not quantity when reactivating the levers working at the end of the tunnel. We also support the partnership team’s successful operations on the influence lever. A collaboration that is based on listening and on a beautiful synergy.

Le Slip Français

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