If you think affiliate programs are so 2016, you’re missing out.
The affiliate marketing industry is projected to surpass $39 billion by 2030, making it one of the most profitable channels for creators, businesses, and even everyday people looking to monetize their platforms.
In this case study, I’ll share how we revived an outdated affiliate program for HarperCollins and turned it into a $500k+ revenue stream in under a year.
Project Overview
In 2020, HarperCollins launched six direct-to-consumer e-commerce stores. Each store catered to a specific audience with curated resources, but like many online shops, they faced a common challenge:
How do you stand out in a sea of sameness?
Our solution: re-ignite an affiliate program originally built in 2006, but left largely unattended.
The catch?
Seventeen years of neglect meant thousands of inactive affiliates, outdated creatives, and coupon sites that added little brand value. Overhauling the program would take tim, and there was no guarantee it would work.
But with the right plan, it did.
Project Breakdown
We created a full re-launch strategy designed to re-engage affiliates, build personal relationships, and make communication seamless. Here’s how we did it:
- Research & Analysis — Reviewed 17 years of affiliate activity to identify trends, gaps, and opportunities.
- Prep & Planning — Notified affiliates of upcoming changes, set a clear timeline, and defined action items.
- Affiliate Updates — Removed inactive affiliates and properly tagged the rest according to business goals.
- Program Updates — Reviewed program details, commissions, bonus structures, and legal language to align with new strategy.
- Creative Updates — Retired outdated assets and uploaded fresh creatives tied to current campaigns.
- Messaging Updates — Established regular communication patterns (email, SMS, etc.) so affiliates knew what to expect.
- Outreach Efforts — Invited high-value affiliates who could expand reach, build authority, and create UGC.
Within 30 days, we saw a spike in clicks, conversions, and sales. Over nine months, we worked through every detail to deliver a program affiliates actually wanted to promote.
Project Impact & Analysis
This affiliate strategy overhaul led to measurable results:
- Affiliate Link Clicks: 159k (up 490% YoY)
- Transactions: 5.6k (up 155% YoY)
- Revenue: $500k+ (up 103% YoY)
Affiliate marketing isn’t outdated, it’s underutilized. With a clear strategy and consistent communication, even the stalest programs can become high-performing, revenue-generating channels.
But here’s the bigger lesson: Whether it’s affiliates or customers, people engage when they feel connected to a community.
Want community growth like this?
If you’re ready to build a space where your most engaged audience members connect, collaborate, and convert, my Community Stewardship service can help.
Here’s what it includes:
- A tailored strategy and setup for your brand-owned group
- Content and activations that keep members engaged
- Ongoing moderation and community management
- Clear reporting that tracks growth, engagement, and ROI
Because whether you’re managing affiliates or customers, the most valuable growth doesn’t come from transactions alone... it comes from community.
