Lodestar Marketing & DirectAsia: A Clear Plan for Channel Success

The Challenge

DirectAsia, a leading travel and motor insurer in Singapore, faced a fragile affiliate programme that was overly dependent on a single publisher delivering over 60% of revenue, stagnating in growth, and exposed to compliance risks in Singapore's highly regulated insurance market.

The Strategy

DirectAsia partnered with Lodestar Marketing to perform a complete overhaul of their programme strategy, re-launching on a new platform that offered the flexibility needed to maintain compliance whilst driving broader, more sustainable growth. The goal was to diversify the partner ecosystem entirely whilst keeping return on ad spend and profitability firmly in focus.

The Work

Lodestar utilised the latest technical capabilities to balance ROAS enhancements with robust profitability planning. The team navigated strict regulatory boundaries with discipline, executing a future-ready channel migration that modernised the programme from the ground up. Every decision was made with compliance and long-term resilience in mind, ensuring the rebuilt programme could sustain growth without exposing the brand to risk.

Results

The programme delivered a 170% increase in revenue, exceeding client expectations and continuing to grow on the back of a significantly stronger and more diverse partner ecosystem.

The Judges' Verdict

Lodestar secured top honours for a standout campaign that serves as an exceptional case study in strategic affiliate programme transformation within a complex, highly regulated vertical. The full-scope execution and platform modernisation were praised, as was the team's ability to navigate strict regulatory boundaries while delivering growth.

" An outstanding 170% increase in revenue that handily exceeded client expectations set a new benchmark for performance marketing in specialised sectors."