Case Study

WalkingPad: strong ROAS and low ad spend ratio through promo code tracking

Below is a case study on promoting the WalkingPad brand in the electronics category (electric treadmills) on marketplaces. The case does not disclose budget, turnover (GMV), or average order value in rubles. Only relative performance indicators (ROAS, ad spend ratio) are shown.

18x
ROAS: 5.5%
Ad Spend Ratio

On this page

Overview
Client's Task
How It Worked
Results
Conclusions
Scaling Opportunities

Client's Task

Brand: WalkingPad, electronics category, electric treadmills, premium segment with a high average order value.
Task: increase the number of orders on marketplaces.
Starting point: on a basic CPA model, without additional promotion tools.

WalkingPad brand | CPA starting model

Hypotheses

A basic CPA model will provide a steady flow of sales thanks to the large number of bloggers within our platform.
If the first hypothesis is not confirmed: increase reach through fixed placements (fixed fee + CPA) and content integrations with major media platforms.
The final hypothesis, which was confirmed: promo codes combined with specialized affiliate partners convert well into sales for a high-ticket product in this category.

How It Worked

Effective placements with specialized affiliate partners have been recorded for the brand through the promo code scheme: each partner was assigned a personal promo code.
The product's high price tag means each sale has a noticeable impact on the brand's turnover.

Channels Used

Affiliate partners with promo code tracking: main channel, already showing results.
Basic CPA model as background.

Results

18x
ROAS: 5.5%
Ad Spend Ratio

ROAS (return on ad spend) for the case overall: around 18x.
Ad spend ratio for the case overall: about 5.5%.
This is among the best efficiency results in the portfolio.
The team has found a promising arrangement with affiliate partners and is scaling it: the current ROAS and ad spend ratio lay the groundwork for further sales growth.

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Conclusions

Promo code tracking with affiliate partners shows high effectiveness for this brand too: ROAS and ad spend ratio are on par with the best results in the portfolio.
The high-ticket product category pairs well with the promo code scheme: the partner network is already delivering results.
Further growth in the number of partners and placements will help consolidate and scale the current level of effectiveness.

Scaling Opportunities

Onboard new affiliate partners under the promo code scheme.
Use the strong effectiveness of current placements as an argument to attract new partners in this category.
Consider additional paid promotion with partners (banners, more frequent mentions, higher placement in listings) to grow turnover.

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Launch a measurable campaign or join the partner network behind these results.

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