Rethinking Affiliate Growth:

Challenge

Tefal had a mature affiliate programme delivering strong results, but continued growth required identifying new opportunities beyond its existing publisher base. Traditional affiliate growth relied heavily on voucher and cashback partners, while broad discounting was not desirable due to the importance of maintaining consistent pricing across Tefal’s retail network.

The challenge was to unlock incremental webshop revenue through a new partner type while maintaining brand value and avoiding sitewide promotions. dentsu identified influencers as a potential opportunity: creators could combine authentic product recommendations with measurable sales impact through affiliate tracking.

The goal was to test whether influencers could become a scalable performance channel within the affiliate ecosystem, driving incremental revenue and creating a repeatable framework for future campaigns.

Solution

Dentsu developed an influencer-led affiliate strategy focused on product-specific Flash Deals rather than broad discount campaigns. By promoting selected hero products through carefully selected creators, Tefal could create strong purchase moments while maintaining alignment with its wider pricing strategy.

The first test took place in February 2025 with the Ingenio 22-piece Flash Deal. A deal-focused influencer was integrated into the affiliate programme, allowing performance to be measured through affiliate tracking. The creator became the campaign’s top-performing partner, proving that influencer content could directly contribute to sales.

Following this success, Dentsu scaled the approach across four Flash Deal campaigns throughout 2025. The affiliate and influencer teams worked closely together to identify relevant creators, optimize promotional mechanics and combine audience engagement with commercial performance.

Using performance data and AI-driven lookalike analysis, dentsu refined influencer selection and identified new creators with similar audience and performance characteristics. This created a scalable framework where influencers could be tested, optimized and expanded as long-term affiliate partners.

Results

The approach demonstrated that influencers can become valuable performance partners within the affiliate channel.

• The influencer network generated six-figure revenue and contributed 11.48% of total affiliate revenue in 2025.
• The first influencer partnership generated six-figure sales, contributed 9.3% of affiliate revenue and ranked #3 among all affiliate partners in 2025.
• During the first Flash Deal campaign, the influencer became the top-performing partner, generating 38% of campaign revenue with a ROAS above 12.

Beyond revenue growth, the partnership established a repeatable influencer affiliate model for Tefal. By combining creator authenticity with affiliate measurement, dentsu helped transform influencers from a branding channel into scalable, performance-driven partners. This Tefal affiliate campaign has also been shortlisted by the jury of the European Affiliate Awards 2026 in the "Best Use of Influencers" category.