Making Waves on Screen: How Speedo and EMC Optimised North American Affiliate Performance

The Challenge

Speedo needed to transition its North American affiliate program from a standard conversion tool into a demand-generation engine in a highly competitive US market ahead of the LA28 Olympics.

The Strategy

Operationalise Connected TV (CTV) inside an affiliate framework to combine upper-funnel television reach with performance-based accountability and closed-loop measurement.

Execution and Innovation

Partnered with TV Scientific to deploy programmatic CTV targeting linked to downstream actions, paired with on-site conversion rate optimisation via Upsellit to capture and convert incremental demand.

Results

US affiliate revenue increased 65% YoY, the CTV activation delivered a 6.81x blended ROAS, and the campaign generated a strong search halo effect with a +31% increase in brand search impressions and +25% increase in search clicks.

Judges' Verdict

"This is the boldest idea in the whole category IMO, making TV answer to affiliate-style accountability instead of just buying reach and hoping."