Assembling a 50% YoY Sales Increase for Burrow

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Challenge

Increasing Competition in the OnlineFurniture Market

Burrow, a pioneering direct-to-consumer (DTC) furniture brand, has always challenged the status quo of the traditional furniture industry by offering modular, fashionable, customizable sofas delivered right to customers’ doors.

However, with a growing number of brands entering the online furniture market, Burrow needed a strategic edge to scale their business.

Struggles with Affiliate Program Performance

Burrow knew the key to unlocking this competitive advantage would be to grow their affiliate program, leveraging the power of partnerships and content creators to drive more sales while maintaining a strong brand presence.

They wanted measurable results in both revenue and brand awareness, but their existing affiliate efforts lacked focus and consistent returns.

Resource Constraints and Need for Expertise

Burrow also knew the affiliate program needed a certain level of expertise, but they needed to stay lean as a marketing organization.

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Results

Rapid Growth in 12 months of Affiliate Network

Total Partners +71%

169

289

Click Active Partners +150%

70

175

Revenue Active Partners +200%

20

60

Lower-Funnel campaigns

Capital One: Drove over $2.2M in revenue in the fist year of partnership- driving consistent Q/Q increases in revenue from a combination of CPA-based and Flat Fee campaigns for peak sale periods, while maintaining a $15 ROAS

Upper funnel campaigns

Good Finds - Revenue up 1845% ($1.5M) all while maintaining a $10 ROAS Our top-performing Content Partner drove a 10% contribution to total program revenue, coming in as our #3 partner, after Rakuten and CapitalOne

• Burrow - The Modern Solution for Stylish, Comfortable Living
• Burrow - Shop The Summer Sale

Skimlinks: Secured over 225 new revenue-driving article inclusions within the first year of management, with over 1,001 content inclusions driving traffic to the site.The top-performing content article drove over $60k in revenue for the program.

After Years of Testing Couches, These 10 Are the Best, The Best Pet-Friendly Couches of 2024 for Every Budget and Style, The 9 Best Couches for When Dogs Are Allowed on the Furniture, 7 Best Cat-Proof Couches, Tested and Reviewed by Our Team’s Felines, 16 Best Bed Frames of 2024, Tested and Reviewed

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Growth Summary

The results of Burrow’s strategic partnership with Hamster Garage were nothing short of transformative.

In just a few months, Burrow’s affiliate marketing program became a key driver of revenue, and their reach within their target market expanded significantly, as did their share in the competitive landscape.

The revamped affiliate program led to a 30% YoY increase in affiliate-driven sales, establishing this as a primary revenue stream for Burrow. Additionally, the affiliate contribution grew from 6% to 12% during the ramp-up period.

Hamster Garage also helped build long-term brand aligning Burrow with trusted voices in the home décor and lifestyle spaces, growing their partner program by more than 71%.

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Quotes

The Hamster Garage team’s ability to act fast in a sea of moving pieces, complexity and endless data is unique for an industry that is often very process-oriented.

Not only did Hamster Garage drive significant increase in Burrow’s revenue, they did so by creating a very diverse program.

Our top 10 partners are split between lower funnel and upper funnel partners, showcasing the full-funnel growth in strategy that Hamster Garage put into place.

The Hamster Garage team showed unwavering support to ensure our affiliate program was achieving our goals amidst significant changes in our industry.