TRAIDCRAFT: BUILDING A DIGITAL FUTURE

Traidcraft is the original fair-trade pioneer in the UK - challenging the norm, fighting injustices, and breaking the rules for over four decades. They advocate for the importance of organic farming, sustainability, and transparency to the lives of growers and artisans around the world. Traidcraft partnered with Mediaworks to deliver a revenue-driving digital strategy that drove brand awareness in keeping with its strong brand values. 

Growth

2,500

sales from the affiliate program, generating over £150k in revenue in 10 months

Efficiency

71.5%

of the total program revenue during that time was generated through charitable partners

Impact

72%

of commissions were allocated to these charitable partners collectively

Growth

2,500

sales from the affiliate program, generating over £150k in revenue in 10 months

For over four decades, Traidcraft has led the way in proving that fair trade can work commercially. As one of the leading dedicated fair-trade companies, in the UK and globally, Traidcraft launched its affiliate program and partnered with Mediaworks with the aim of improving its online presence by reaching new customers and increasing sales and revenue growth through a combination of organic and paid activity.

Mediaworks’ objectives were to build a digital future, increase sales to their target audiences, and reach new audiences through the recruitment of publishers with a focus on ethical shopping and a target of an average monthly revenue of £12,500. We also maintained a strong focus on recruitment and working with partners who would be aligned with the overall Traidcraft brand proposition of passion about social and environmental justice.

In order to improve the visibility of Traidcraft and drive revenue organically, we made the strategic decision to improve the on-site user experience and focus on driving quality links to the client’s website from sites with high domain authority and high relevance (i.e., the target audience of people wanting to buy from sustainable sites).

We primarily focused over the year on technically fixing Traidcraft’s website structure to streamline the user’s journey from education to purchase. We migrated Traidcraft’s informational hub (Traidcraft.co.uk) into the Traidcraft E-commerce site (Traidcraftshop.co.uk). This retained authority built over years from the informational website, helped to improve Google’s crawling, and – most importantly, centralised all relevant content and products to one area to improve the path to purchase. The site restructure also helped to fix the sitemap and drive links and authority back to hey categories focused on objectives, such as the coffee category.

We produced a number of content pieces around trending topics in the build-up peak trading periods, including Easter and Christmas, targeting high domain authority links that provided us with the opportunity to boost the client’s sales during a time of very high demand for ethical and sustainable gifts due to the pandemic.

Mediaworks recognised the affiliate marketing channel as a unique means to work with specialist publishers and influencers to reach highly engaged audiences. Using this, we could also maintain a return on investment through traditional performance marketing commercial structures.

Previous mission

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