From untapped to high-impact: activating affiliates and social trends to drive growth for Glade
Glade has been the scent expert in every home since 1956. But going into Q4, its seat at the top was under threat. Premium competitors were stealing share on Amazon right as the holidays, Glade's biggest moment of the year, were about to hit.
Front Row partnered with Glade to defend that ground on two fronts: building a high-performing Amazon affiliate program from scratch, and launching a first-of-its-kind reactive campaign that tied Glade to viral cultural moments in real time. Together, the two efforts turned Amazon into a growth engine during the most competitive shopping period of the year.
Objectives
Affiliate activation at scale
We built and activated a network of 700+ affiliates, spanning publishers, media companies, review sites, influencers, and bloggers. Each was equipped with clear messaging frameworks to keep Glade's story consistent everywhere it showed up: Amazon Live videos, Amazon storefronts, blog posts, and social content. The program leaned into seasonal ASINs with tailored messaging while promoting refillable replacements to keep customers coming back.
Reactive creative, built on trends
Glade's holiday campaign broke from the standard playbook. Every week, a multidisciplinary team of strategists, copywriters, art directors, client managers, and social strategists mined social, editorial, and community platforms for emerging trends, then built two creative concepts around whatever was breaking through. AI platforms accelerated production; human hands refined the final work, weaving in seasonal scent cues and core brand elements.
The result was Amazon banner media that showed up exactly when consumer interest peaked, pairing viral moments with relevant, in-stock Glade products. When a certain pop star's concert film hit theaters, Glade was there with "host with showgirl flair." The strategy: interrupt viral traffic, insert Glade on Amazon.
Results
Affiliate Program
The affiliate program turned into a real revenue driver, not just a traffic play. Seasonal ASINs got the tailored push they needed to compete during Falliday, and the promotion of refillable replacements gave Glade a built-in path to repeat customers.
- $330K in incremental affiliate sales generated in a 2-month period
- 25K+ orders attributed to affiliates
- 50K+ clicks generated to fuel remarketing efforts
- 67% of sales supported by tailored seasonal ASIN communication
Reactive Social Campaign
The trend-reactive approach did what it set out to do: it got Glade discovered by people who weren't already looking for it. New-to-brand shoppers showed up in force, and the campaign outperformed the brand's own prior-year holiday benchmarks by a wide margin.
- +85% new-to-brand consumers brought in through social-reactive creative
- +183% lift in click-through rate versus 2024 efforts
- +52% increase in detailed page view rate versus 2024 efforts
Together, these efforts both defend Glade's Amazon presence during the holidays and expanded it, putting the brand in new homes, new hands, and a much bigger retargeting pool for the year ahead.
