Case Study: Petit Bateau rebuilds its affiliate program and boosts premium acquisition with Affilae

Rebuilding trust and relaunching an affiliate program through affinity partnerships

Petit Bateau, a historic French children's clothing brand, had discontinued its affiliate marketing efforts two years prior due to a lack of value from opportunistic partners. Their challenge was to relaunch a premium affiliate program with a new, conflict-free model to drive quality acquisition and build loyalty among brand-aligned prescribers, turning to the vendor Affilae for a solution.

Affilae implemented a strategy focused on recruiting and activating 'affinity' publishers in the parenting, early childhood, and responsible fashion niches, rather than prioritizing last-click partners. This approach by Affilae delivered significant results, with the affinity channel generating 68% of sales and achieving an ROI four times higher than the target, alongside a 65.5% increase in turnover between the first two quarters of 2021.

Petit Bateau

Jonathan Boudault

E-Commerce Senior Manager