Working with Tradedoubler, bonprix turned browser start-page placements into a performance channel that more than doubled order value year on year, with a 19%+ higher AOV.
Campaign Objective: Visibility Meets Accountability
bonprix is a German fashion brand and part of the Otto Group, offering affordable fashion for women, men and children, as well as living products. The brand operates across more than 16 European markets and serves a broad international customer base.
The challenge was to identify new digital environments that could strengthen both brand visibility and commercial performance at scale. bonprix wanted to expand beyond traditional affiliate placements while continuing to demonstrate clear, measurable revenue contribution.
This created a dual objective: achieve premium visibility at the top of the funnel while retaining the accountability and efficiency expected from performance marketing. Any new partner model also needed to be scalable across multiple markets rather than operating as an isolated campaign.
Strategy and Approach: Browser Partnerships as a New Vertical
The strategy focused on expanding the affiliate mix into browser partnerships, creating a new route to reach consumers in high-traffic digital environments.
Browser start pages offered an opportunity to position bonprix prominently at an early point in the digital customer journey. Rather than relying solely on traditional affiliate placements, the approach aimed to combine the reach and visibility associated with premium media environments with the measurable outcomes of performance marketing.
A second priority was scalability across markets. Rather than testing a single placement in isolation, the strategy was designed around multiple browser partners and European markets, allowing bonprix to establish browser activity as a meaningful new partner vertical.
Finally, the commercial approach needed to balance visibility, performance and risk. Instead of applying one fixed model throughout, the strategy allowed commercial terms to evolve as the channel demonstrated its ability to generate measurable value.
Execution: Start Hybrid, Scale on Performance
bonprix and Tradedoubler activated the browser vertical across six browser partners and multiple European markets, securing prominent bonprix logo placements on browser start pages. Key partners included Samsung, Xiaomi and MSN, placing the brand within high-traffic digital entry points.
Several elements were central to the execution:
- Premium browser placements: bonprix gained prominent visibility on browser start pages, extending the affiliate programme into digital environments beyond conventional publisher placements.
- Multi-market activation: The approach was implemented across multiple European markets, allowing the browser vertical to contribute to bonprix’s broader international affiliate strategy rather than remaining a single-market test.
- Flexible commercial model: Working with OEM and browser partner VEVE, the activity initially launched on a hybrid model combining a fixed fee with a low cost per acquisition (CPA). This allowed bonprix to balance premium visibility with performance accountability.
- Performance-led scaling: As the activity demonstrated results, selected browsers transitioned to a higher CPA model. The commercial structure therefore evolved alongside performance, allowing bonprix to increase revenue contribution while continuing to optimise efficiency.
This approach enabled bonprix to test a relatively new partner vertical with clear performance controls and then scale activity as its commercial contribution became established.
Results: Order Value More Than Doubled
The browser strategy delivered significant growth across both customer value and overall order value.
Year on year, bonprix achieved:
- 19%+ increase in average order value (AOV)
- 100%+ growth in order value
Browser partners also developed into a meaningful contributor to the wider affiliate programme:
- approximately 5% of total international order value in 2025 came from browser partners;
- in Germany, browser partners accounted for nearly 50% of total order value generated within the Tradedoubler network.
The results show that premium digital visibility and measurable performance do not have to be competing objectives. By applying performance principles to browser environments, bonprix was able to create a channel that contributed both visibility and substantial commercial value.
Challenges: Proving Premium Placements Perform
Combining visibility with measurable performance: Premium placements can traditionally be associated more closely with brand awareness than direct performance. bonprix addressed this by building performance measurement and CPA-based economics into the browser strategy, ensuring visibility remained connected to commercial outcomes.
- Scaling a new partner vertical: Moving beyond established affiliate placements meant testing a different type of digital environment. Activating six browser partners across multiple markets provided a scalable framework rather than relying on one partner or placement.
- Balancing investment and efficiency: The commercial structure needed to support experimentation without losing sight of performance. Starting with a hybrid fixed-fee and low-CPA model created a way to balance visibility and risk. As results developed, selected activity could move towards a higher CPA model and scale based on demonstrated performance.
Key Learnings for Advertisers: Test Small, Build for Scale
- Affiliate marketing can extend beyond traditional publisher environments.
New partner types can provide incremental routes to consumers while retaining the measurement and accountability associated with the affiliate channel.
- Brand visibility and performance can work together.
Premium placements do not have to be treated purely as upper-funnel activity. With the right commercial and measurement framework, high-visibility environments can also make a direct contribution to revenue.
- Test new channels with a model that balances opportunity and risk.
A flexible commercial structure can allow advertisers to explore new partner types while maintaining performance controls, before adapting the model as results become clearer.
- Build for scale from the outset.
Testing across several partners and markets can help determine whether a new partner vertical has the potential to become a meaningful part of the wider affiliate programme rather than simply delivering a successful individual campaign.
The bonprix case demonstrates how broadening the definition of an affiliate partnership can create new opportunities for both brand exposure and measurable growth. Browser environments became more than an additional source of visibility: they developed into a meaningful revenue contributor within the programme.
Read more about this Tradedoubler partnership
