Case Study: Merry People doubles partnership revenue with impact.com

Merry People’s partnership strategy a 2x revenue growth story

Merry People is an Australian gumboot brand that grew from farmer’s markets into a thriving online business but faced the challenge of scaling globally—particularly in the US and UK—without losing its sustainable, bootstrapped approach. The team needed to diversify beyond ads, build credible partnerships, hit an ambitious 65% partnership revenue target while maintaining strong ROAS, and gain deeper tracking and reporting to ensure partnerships reached the right audiences.

Working with impact.com, Merry People launched a data-driven partnership program combining niche creators, bloggers, large publishers, and loyalty/cashback partners, using real-time tracking and automated tools to test and scale high-performing channels (e.g., a credit card loyalty offer and a NYT “best of” placement). The results: partnership revenue doubled across Australia, the US and the UK, partner count grew 50% YoY to 334, ROAS improved 25%, cashback/loyalty now account for ~35% of partnership revenue, and conversion rates rose 42.5% year over year.

Merry People