The Affiliate Media Buying Engine That Drove 300% Growth for Fiera Cosmetics

The Challenge

Fiera Cosmetics had a plateaued affiliate programme that was generating limited growth through traditional publisher types and inbound applications. The brand needed to unlock meaningful scale, but most high-volume media buyers had little reason to test with a smaller beauty brand where the risk of an unproven partnership outweighed the potential return.

The Strategy

Performance Partners built a sales-focused, relationship-driven recruitment strategy designed specifically to lower the barrier to entry for high-tier media buyers. The approach centred on one-to-one video calls, partner pre-qualification, and custom deal structures including guaranteed EPC test agreements, which allowed top-performing partners to validate performance quickly and confidently without absorbing undue risk. Everflow provided the tracking and data infrastructure the strategy required, including event-level tracking for funnel optimisation, Sub ID transparency for placement-level insights, and Facebook CAPI integration to improve conversion signal quality for paid social partners.

The Work

Over twelve months, the team recruited and activated 46 affiliate media buyers across paid social, native, email, and video-based performance traffic sources. Each partner was onboarded with a personalised approach, with custom terms designed to reflect their specific model and traffic type.

Results

The programme delivered over 300% affiliate revenue growth, turning the channel into a predictable and repeatable acquisition engine. The combination of relationship-led recruitment, custom deal structures, and robust tracking infrastructure proved that media buyers could be successfully integrated into an affiliate model at scale.

The Judges' Verdict

Judges praised the thoughtfulness of the discovery, planning, and execution throughout this entry, highlighting the guaranteed EPC tactic as a particularly smart mechanism for removing testing risk for high-volume partners who would otherwise overlook a smaller brand. The platform screenshots and period-over-period performance data were cited as giving the results genuine credibility. A well-constructed and commercially impressive submission.

"The guaranteed EPC tactic was the aha moment for me in this entry. It is a very smart way to remove risk from a test for high-volume media buyers who usually would not give a smaller brand the time of day."