Business Case: Emma – The Sleep Company

Emma – The Sleep Company – founded in 2015, was established to improve the entire world’s sleep quality. It rapidly ascended as a premier D2C sleep brand with Europe’s most acclaimed mattress and a footprint across 25+ countries.

Introduction

In 2018, Daisycon and Emma began collaborating to boost their presence in the French market via an affiliate program. An affiliate network like Daisycon also offers a major advantage by granting access to a global advertiser network. Exploiting this, Emma extended their partnership to cover BeNeLux and, by early 2020, Sweden and Denmark. Emma’s success also hinges on their robust marketing attribution model. Having a partner like Daisycon, aligning with Emma’s customer-centric flexibility, is invaluable, contributing to their successful and quality-focused partnership.

Implementation / Approach

Daisycon has proactively engaged prominent e-commerce publishers to promote their program, whilst Emma maintains full control over the partner selection. Daisycon has activated chosen discount and comparison sites, enhancing Google Shopping Ads via leading CSS partners. In Scandinavia, where Emma faced competition from players that have been in the market for much longer, trusted affiliate sources were vital for conveying product advantages. Affiliates offer crucial online touchpoints, aligning with major goals since Emma became 100% D2C in the market.

 

Results and benefits

The correlation between affiliate network internationality and affiliate quality has been evident – a more   global network yields a spectrum of high-caliber affiliates, providing Emma with a wide array of partners to select from. Despite the Nordic programs launching only oneyear ago, Daisycon has achieved impressive growth, with a 145% increase in Q1 2021 compared to Q1 2020 in its other European campaigns. Similar to an y e-commerce advertisers on Daisycon, Emma’s payment structure involves a fixed percentage of the total order value generatedby Daisycon’s publishers. This approach guarantees a risk-free affiliate program, maintaining a Return on Ad Spend (ROAS) that consistently exceeds 10%.

 

Conclusion

Encompassing 26 active countries worldwide, and with more launches on the horizon, Emma’s approach resonates with Daisycon’s ethos. When considering external partnerships, Emma seeks those with international presence, ensuring smoother implementation and seamless adaptation across diverse markets. This alignment also offers elevated account management from Daisycon’s end.