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SCALING COSATTO’S AFFILIATE REVENUE WITHOUT LOSING COST CONTROL

Sector

Parent + Baby

Services

Affiliate Marketing

Revenue (YoY)

Improved Cost of Sale

ROAS (YoY)

THE CHALLENGE

Cosatto had a clear commercial brief for its affiliate programme: grow revenue, protect efficiency, and keep performance within channel ROAS targets.

But the ambition was not simply to drive more sales. Cosatto needed to increase revenue without allowing cost of sale to rise with it. That meant finding growth beyond the obvious affiliate routes, while continuing to manage spend carefully across a channel where discounting, voucher activity and publisher mix can quickly erode margin.

The programme also had a clear target to beat. Cosatto’s challenge was to exceed that figure while reducing cost of sale and maintaining confidence in the channel’s contribution to the wider commercial plan.

Cosatto appointed Glass Atlas build a more efficient, diversified affiliate programme; one capable of driving revenue at scale without becoming over-reliant on traditional publisher types.

Cosatto’s affiliate growth came from widening the programme without losing control of performance.

The recruitment strategy was deliberately selective. Each new opportunity was assessed against Cosatto’s audience, commercial priorities and expected contribution. Glass Atlas identified publishers with aligned customer demographics, explored partner-specific opportunities, negotiated routes to market, and presented clear KPIs back to the client before activity scaled.

At the same time, the existing publisher base was refined for stronger performance. Glass Atlas optimised CSS partners to support efficient growth; they also reviewed cashback partners to identify where small changes could increase redemption and revenue without undermining cost control. 

The programme also moved further up the funnel. Product sends to parenting and lifestyle content partners helped Cosatto increase visibility with aligned audiences during the consideration phase, supporting brand awareness as well as direct response.

The result was a more balanced affiliate programme: broader in reach, sharper in execution, and better aligned to Cosatto’s commercial goals.

THE SOLUTION

THE RESULTS

Thanks to Glass Atlas, Cosatto did not have to choose between revenue and efficiency. New publishers created incremental revenue opportunities, existing partners were refined for stronger performance, and upper-funnel activity helped the brand reach high-intent parenting audiences earlier in the journey.

By diversifying the programme and managing every publisher relationship against clear commercial expectations, Cosatto built a more resilient affiliate channel. Revenue increased, cost of sale fell, and ROAS improved.

Revenue (YoY)

Improved Cost of Sale

ROAS (YoY)

Glass Atlas have brought real commercial clarity to our affiliate programme. They understood that we needed to grow revenue without letting cost of sale drift, and built a strategy that balanced both sides of that challenge. By expanding our publisher mix, optimising existing partners and keeping a close eye on performance, they helped us exceed our revenue target while improving channel efficiency. It’s given us a stronger, more resilient affiliate programme and greater confidence in how the channel can support Cosatto’s wider growth.

Lena Holder

Head of Digital and Ecommerce, Cosatto

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