Scaling affiliate growth & commerce strategy with OUAI
As OUAI’s strategic partner, Front Row re-engineered their affiliate program to prioritize premium, brand-aligned creator content that authentically represented the OUAI ethos. Our commercial focus on new customer acquisition and higher AOV delivered meaningful lifts in monthly GMV.
Objectives
Using VIP affiliates to power creative testing & consumer insights
Another core layer of our strategy was the creation of a VIP affiliate cohort, compensated with a flat fee to execute highly focused strategic briefs. This structure allowed us to A/B test a range of audience motivators and uncover the messaging that resonated most with TikTok Shop consumers, ultimately driving not only strong GMV, but also significant gains across upper-funnel metrics including views, reach, and engagement.
Results
The commercial focus stayed sharp throughout: new customer acquisition and higher average order value, translating into real GMV growth month over month.
Key stats:
- 215% increase in GMV during promotion periods, fueled by exclusive promotions and GMV Max ads
- 42% lift in AOV, attributed to synergized commercial strategy (bundles, promotions, shipping tactics)
- 27% increase in first-time purchasers month over month, driven by exclusive incentives
- 25% lift in on-brand content generated month over month
- 68% increase in affiliate content views, attributed to a shift in partner briefing and sampling strategy
