Serving Those Who Serve: How JBL and Blue Light Card Created the UK’s Leading Affiliate Partnership

The Challenge

JBL sought to build authentic brand affinity and commercial growth with Blue Light Card's 6+ million UK emergency, NHS, military, and social care workers.

The Strategy

Evolve from a standard listed discount partner into a featured brand destination through structured media investment and community-focused campaigns.

Execution and Innovation

Deployed dedicated email campaigns, premium platform placements, exclusive promotions, and monthly strategic reviews to continuously optimise performance.

Results

Blue Light Card became one of JBL's top-performing UK affiliate publishers, delivering a 48% YoY increase in campaign revenue.

Judges' Verdict

"This is a great exhibit for how affiliate work should be strategic, targeted and pointed towards the right customers. How focusing on a handful of key strong partners at a time vs a mass set on a more general approach can yield strong results."