Brand Partnerships: 2024 Wrapped. Your year in partnerships.

Over the last 12-months,, Awin’s partner platform has connected over 4,500 advertisers, globally, through strategic brand-to-brand partner collaborations. Our engaged portfolio of over 400 partner brands drove over 1.6m sales and €90m in incremental revenue. This exception performance also sees brand partnerships (+98%) as the fastest growing partner type on the Awin network.  

 

It’s no wonder why brand partnerships have become increasingly popular amongst advertisers across all sectors. By aligning with other brands based on complementary demographics or customer value data, a brand partnership campaign allows advertisers to target niche consumers through smart campaigns. Additionally, brand partnerships provide a commercial opportunity to monetise your existing customer base and onsite inventory placements to drive new inbound revenue sources for your business. 

 

Here’s our top three brand-to-brand tactics of 2024. 

 

Brand partnerships 2024 highlights reel:- 

 

Dynamically populating offers at checkout to boost conversion 

 

Offering customers a gift with their purchase can be a great way to enhance their shopping experience whilst also boosting your onsite conversion. An increasing number of retailers are offering third-party advertiser rewards at the point of purchase.  

 

A leading global electrical retailer partnered with Tyviso to offer their customers a gift with purchase at the basket. By dynamically populating offers based on the contents of the customers basket, Tyviso were able to increase the retailers basket completion rate by +4%. Customers who shopped beauty electricals products were offered free beauty subscription services whilst customers who shopped home appliances, like vacuums, were targeted with household cleaning subscriptions.  

 

Awin’s partnership with specialist checkout marketing solution providers, BrandSwap, Sovendus and Tyviso, has helped even more brands offer their customers additional value-added rewards at the point of purchase. 

 

Advertising to valuable first-party databases 

 

The opportunity within brand partnerships is limited to just retailers looking to promote other brands. There is also a significant opportunity for Awin advertisers to diversify their partner mix and reach new customer audiences by tapping into valuable first-party databases.  

 

Brand partners like Currys are now selling advertising space on their order confirmation for fixed fees thanks to their partnership with BrandSwap. Opening a completely new advertising opportunity, Currys sell those placements to advertisers who want to target segments of their audience. We’ve allowed broadband providers to target specific customer segments based on their postcode, or advertisers to target customers who have bought from specific product categories.  

 

Creating a bespoke customer reward programme 

 

55% of customers claim that they increase their usage of loyalty programmes when rewards are tailored to their preferences. Awin’s partnership with specialist reward solution providers, Tyviso and Propello, enables brands across any sector to create seamless, and bespoke, customer reward programmes without the need for internal development resource.    

 

Customer reward portals help to incentivise repeat purchase behaviour with the inclusion of value-added rewards from complimentary advertisers. Mobile phone network provider, Lebara, re-launched their customer reward programme via Propello to help increase customer engagement. Since launching over 130,000 Lebara customers have signed up for rewards, with 70,000 third-party offer redemptions. 

 

It’s not too late to start your brand partnerships journey 

 

Kick-start your 2025 digital strategy with brand partnerships. Partnering with Awin provides access to brands globally, across multiple sectors. Our specialist solution providers offer plug-and-play technical integrations that allow you to launch campaigns without the need for costly development resource.  

 

For more information on brand partnerships, download our free guide. Find instructions on successful brand partnership campaigns, case study success stories, and best practice advice.