The Results

• +55% increase in affiliate revenue year-on-year

What We Did

1. Executed a Recovery Strategy

Airfix was in decline when the programme launched, with clicks, conversions and order value all down versus the prior year. We implemented an immediate recovery plan covering audience analysis, competitive assessment, content refresh and landing page review.

The decline reversed. By October the brand was growing strongly, and by December Airfix was delivering the highest commission growth of any brand in the portfolio.

2. Expanded Into High-Value Partner Channels

To diversify and scale the programme, we onboarded and reactivated affiliates including:

• Kit review and modelling editorial platforms
• Family lifestyle and gifting publishers
• Member-benefit platforms and closed-user groups
• High-intent content partners targeting beginners and families

These partners brought in engaged audiences with strong purchase intent, which contributed significantly to the revenue uplift.

3. Rebuilt the Programme for Performance

We refined commission structures, improved affiliate communications, updated promotional calendars, and supplied fresh creatives to ensure affiliates could promote effectively.

The result: a brand that went from the portfolio’s most concerning performer at programme start to its highest-growth brand at peak, with Airfix now firmly established as the volume and acquisition engine for the portfolio.

The Impact

Airfix now has a healthy, scalable affiliate programme with a far stronger presence in both editorial and high-value partner channels. The programme is more profitable, more resilient, and continues to grow under Studio Two’s management.