Sideshow: Orders Increased + 250% by Acquiring New Customer and Optimizing the Best Partnerships

PartnerCentric applied its patented FUSE technology, and the FUSE Incrementality™ Index, to bring transparency to truly incremental sales results which had often been misattributed. This clean data revealed an unbiased view of customer activity and influencer performance in Sideshow’s digital customer journey. 

The Right Influencers:

Our FUSE technology identified a gap between influencers who drove high rates of engagement, but low conversion to a sale. By identifying this gap, programs were developed to specifically address the moment on the buyer journey where engagement lagged behind conversions, allowing the team to address this gap with additional promotional activity. By evaluating the incremental impact of each affiliate, the FUSE Incrementality™ Index played a crucial role in building deeper relationships with  those partnerships that would successfully broaden Sideshow’s reach to new audiences, especially among its dedicated fanbase.

The standout feature of FUSE is its ability to correct misattributions within the affiliate network. By accurately attributing affiliate sales activity, Sideshow realized a more strategic and equitable commission structuring with their partners. This alignment ensured that Sideshow’s affiliate investments focus on partners who truly drive customer acquisition and contribute to brand growth.

• Gamer Wario’s Giveaway: PartnerCentric’s strategic analysis of influencers for Sideshow focused on new customer attraction, avoiding the trap of rewarding repeat business. Combining the FUSE Incrementality™ New Customer Acquisition Score with organic session data, it was revealed that influencers who were effective at driving engagement were not always those who could compel conversion to a sale. This gap underscored the opportunity to enhance new customer conversions through targeted tactics like exclusive coupons and giveaways. Utilizing incrementality data, Sideshow was able to optimize its investment in those  influencers proven to attract new customers. Upon our recommendation, Sideshow moved forward with hardcore gamer, Wario64, for a Batman collectible giveaway and coupon to dedicated 1.1M Twitter followers to render results that Sideshow had never seen before.

Finding New Customers

The second insight was derived from mining successful programs in similar verticals across the PartnerCentric portfolio of brands in order to isolate those with demonstrated success in new customer acquisition. 

• CapitalOne’s New Customer Code: When looking at FUSE Incrementality™data benchmarked across new partner categories and for marketers in similar verticals, CapitalOne’s Shopping consistently drove incremental growth.  This presented the perfect opportunity to provide Sideshow with high-volume reach to align with their broader business goals.  In October 2023, PartnerCentric implemented a new customer-focused campaign aligned with Sideshow’s customer acquisition goal to yield remarkable results.

Sideshow’s newly revamped affiliate marketing program exceeded its ambitious key performance indicators (KPIs), setting a new benchmark for success in digital marketing campaigns for the brand.

• Sideshow’s engagement with Wario64 in July of 2023 for a six-day giveaway to his 1.1M followers drew over 1700 entries, which led to a +250% in orders and a nearly 780% increase in revenue YoY with just that giveaway.
• In October, insights derived from the technology presented integration with CapitalOne Shopping that resulted in a +50% revenue MoM and a +103% New Customer Acquisition Score MoM