How Muddy Puddles grew their partner marketing sales by 41%
By combining dedicated account management with continuous optimisation and a diverse partner network, Muddy Puddles has achieved year-on-year growth through partner marketing since 2018.
Muddy Puddles is a leading UK childrenswear brand specialising in high-quality outdoor clothing designed to help children enjoy the outdoors in every season.
As the business grew, they wanted to increase online sales while maintaining a profitable ROAS. With a small in-house marketing team, they also needed a trusted partner who could actively manage their partner marketing program, identify new opportunities, and ensure budgets remained under control.
Challenge: Growing sales without increasing costs
Growing sales without increasing costs is a challenge for any ecommerce business. For Muddy Puddles, every investment in partner marketing needed to support a targeted ROAS while remaining manageable for a lean internal team.
The objective was to keep their partner marketing program fresh, introduce new partners, and maximise performance throughout both peak and off-peak trading periods without increasing internal workload.
Measures taken
Proactive account management
Ongoing strategic guidance and regular performance reviews allowed the team to focus on other priorities while the partner marketing program continued to evolve.
Diversified partner recruitment
The program was continuously expanded with relevant publishers across different partner categories, creating a balanced mix of partners that supported growth throughout the year and reduced reliance on individual traffic sources.
Flexible campaign planning
Seasonal opportunities, commission structures, and partner activity were continuously optimised to reflect changing budgets and trading priorities. This flexible approach ensured investment remained efficient while supporting consistent growth.
Results:
The long-term partnership has turned partner marketing into an important contributor to Muddy Puddles' ecommerce growth while consistently delivering a strong return on investment.
During 2024 alone, the partner marketing program achieved:
- 41% increase in total sales.
- 24% increase in average order value.
- 25% increase in new partners recruited.
Alongside these commercial results, the program has consistently achieved a return on ad spend of between 900% and 1200%, while introducing new partner opportunities and maintaining efficient budget management.
Muddy Puddles joined Affiliate Future in 2018 and later migrated their partner marketing program to Adtraction following the acquisition. The long-standing partnership has continued to support their growth through a strong network of relevant partners and dedicated account management.
Anna Sara Riger, Digital Marketing Director, Muddy Puddles comments:
"We've been working together since 2018, and it has been an absolutely fantastic partnership. Our affiliate and referral revenue has grown from almost nothing to becoming a strong contributor to our overall sales, consistently achieving an incredible 900 to 1200% ROAS. Our dedicated account manager has been exceptional in guiding us with strategic planning and fresh ideas that directly contribute to our growth. She's proactive, always available, and genuinely cares about the success of our campaigns."
Ready to build long-term growth through partner marketing? Whether you want to grow sales, improve ROAS, or expand your partner network, Adtraction helps brands build sustainable growth through proactive account management and a carefully curated partner network.
Get in touch to discover how partner marketing can support your growth.
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