Performance verse brand: which one wins

I was scrolling recently when I came across an ad: a deep-etched product image with the CTA ‘Shop Now’. Ordinarily, I would have kept scrolling, but as someone that works in this industry, I paused - genuinely baffled. I needed to know if this ad was converting on the back-end. Possibly it was. But from a brand perspective, there was no desire, emotional pull, or relevance. 

It got me thinking about the intersection now between performance marketing and PR, primarily affiliate marketing, and the increasingly blurred lines between the two. Digital and PR have blended more than ever before, as the industry continues to grapple with accurate measurement, optimisation and speed to scale.  But here’s our: performance alone doesn’t build brands people want to belong to. 

At its core - PR is public opinion. And that’s not shaped not just from earned media, it is EVERY touchpoint of your brand. Spammy email marketing? Consumers notice. Constant discounts and sales? Consumers will question the full price value. Affiliate links dropped into low-value environments? Your potential audience will feel dissonance. 

The lesson is that brands need to understand the relationship between all marketing and sales functions and how that interacts with the work of the earned comms side of the business. 

It is our biggest belief that you need to balance performance with protecting brand - we love driving results as much as anyone, but we don’t chase results that come at the cost of what makes a brand aspirational, desirable or culturally relevant. Not every click is a good click. 

WHAT DO WE MEAN WHEN WE TALK ABOUT PERFORMANCE PR? 

Affiliate programs have become embedded into PR strategies, and there is no arguing that it can bring wins for brands. Stories are no longer passive, they’re shoppable. Instagram, TikTok, Pinterest, all places that once were sources of pure inspiration have now become shoppable platforms and commerce engines in the pursuit of brands looking to find their customer. 

But affiliate links in the wrong environments, over-indexing on discount storytelling, or exposure in low-tier networks can chip away at brand equity - the very thing that contemporary brands rely on to command loyalty and higher price points. 

SCROLL-STOPPING CONTENT STILL RULES 

Affiliate content needs to work harder. Just because there is an embedded link doesn’t mean that someone would be compelled to purchase. Does the content stop them in their scroll? Does it spark curiosity? Inspire affinity? “Use CODEXYZ for 10% off” alone isn’t going to cut it. 

This means aligning yourself with partners that deliver on traffic yes, but that still create content with depth and creativity. The average attention span of consumers is claimed to be eight seconds - so in a constant sea of content and information, moments that feel covetable and clickable are more important than a transactional hook. Distinction is critical. And hopefully, the customer that shops once will be a part of your community that comes back tomorrow. 

OUR APPROACH 

We see affiliate marketing as an evolution to PR, not a replacement. We design affiliate-enabled campaigns that respect both the data-driven needs of modern brands, while maintaining that intangible value of cultural capital. 

What does this mean? 

• Curating our partners carefully - publishers, influencers and platforms whose editorial values and aesthetic align with outs.

• Protect price integrity - discount heavy tactics can drive short-term volume at the cost of long-term positioning 

• Stories need to be at the centre - affiliate links are the bridge between discovery and conversion, but the story will always be king and can often be the difference between someone looking or being driven to purchase

• Measuring what matters - no lofty numbers. Impressions have a place, but we look to uncover deeper meaning and indicators of success. We then use these insights to inform the next phase. 

FINAL THOUGHTS

Affiliate is here to stay, but in a market where brands are built on cultural alignment and emotional connection it is a delicate balance between innovating without compromising on your identity. 

But performance should never come at the cost of brand. You will nail it when you find the balance between the two. Don’t fall for just chasing big numbers and sales, as performance alone doesn’t build brands people want to belong to. They’re absolutely vital yes, but they are only one part of a bigger strategy.