How Huawei Drove +87% Revenue Growth Through Affiliate Marketing

"Our collaboration with Tradedoubler enabled us to unlock the full potential of our affiliate channel, combining strong execution with sustainable, long-term growth." - Miranda Yuan, E-commerce Traffic Manager at Huawei UK

Huawei is a global high-tech brand offering premium-quality products at competitive prices, with a portfolio spanning smartphones, laptops, tablets, audio devices and wearables.

Challenge: Unlocking More Value from a Mature Affiliate Programme

Operating in the highly competitive UK consumer electronics market, Huawei set out to evolve its established affiliate programme into a core revenue driver. The objective was to significantly increase scale and performance while maintaining efficiency within the existing CPA framework.

Rather than relying on short-term activations, Huawei needed a more structured approach to unlock sustainable growth from its affiliate ecosystem and integrate the channel more closely into its broader commercial strategy.

The goal was clear: take a mature affiliate programme to the next level without compromising efficiency.

Solution: A Data-Driven Affiliate Strategy Built for Scale

Huawei and Tradedoubler implemented a structured, data-driven affiliate strategy focused on long-term performance and efficiency.

Smarter Publisher Segmentation and Diversification

Publisher activity was segmented according to intent, scale and incrementality, enabling a more targeted approach to partner activation and optimisation.

At the same time, Huawei expanded its diversified partner mix across key publisher categories, including:

• Cashback

• CSS

• Display

• Voucher

• Comparison platforms

This created a broader affiliate ecosystem capable of supporting both reach and scalable performance.

Strategic Investment and Performance Incentives

Performance-linked commission incentives were used to encourage publisher activation and scale, while increased commission investment created further opportunities to strengthen partner growth and engagement.

Rather than simply increasing investment, the focus was on aligning incentives with performance and creating the right conditions for publishers to scale sustainably.

Integrating Affiliate into Commercial Planning

Alongside publisher optimisation and investment, affiliate was integrated more closely into Huawei’s broader commercial planning.

This ensured that publisher activity and performance objectives were aligned with wider business priorities, helping establish affiliate as a consistent and strategically managed revenue driver rather than a standalone performance channel.

Results: +87% Revenue Growth for Huawei

The programme delivered strong, consistent performance over a 12-month period:

• +87% YoY revenue growth

• +61% YoY sales uplift

• +90% YoY growth in clicks

• +16% increase in average order value

The results show growth across both scale and commercial value. Huawei significantly expanded traffic and sales while simultaneously increasing average order value.

Huawei’s case demonstrates that mature affiliate programmes can still unlock significant growth through smarter publisher management, strategic investment and closer integration with commercial planning.

Looking for more examples of how leading brands are using affiliate marketing to drive measurable results? Explore our Success Stories section.

Ready to unlock more growth from your affiliate programme?

Let’s discuss how a more strategic approach can help you scale performance sustainably.

PS: Want to dive deeper into Huawei UK’s affiliate strategy? Watch the Affiverse webinar with Huawei and Tradedoubler for practical insights into publisher strategy, performance optimisation and scaling affiliate while maintaining commercial control.