The Results

• +96% increase in affiliate revenue year-on-year

What We Did

1. Built a Launch-Moment PR Strategy

We built the campaign around the iPhone 17 launch – the single highest-intent window of the year for phone case purchases. Rather than competing for share of voice against established case brands with bigger budgets, we targeted the editorial round-ups and buyer’s guides that shape purchase decisions in the days and weeks following launch.

We secured placements across Wired, TechRadar, Macworld, Good Housekeeping and Radio Times – a deliberate mix of tech authority titles and mainstream lifestyle publications that put Wave Case in front of both early-adopter and mass-market audiences.

2. Positioned Sustainability as the Differentiator

Wave Case’s sustainability credentials were the angle that earned placement alongside brands many times its size. We briefed editors on the product story – materials, end-of-life, environmental impact – and pitched Wave as the sustainable pick in guides that would otherwise default to the usual incumbents.

The result was inclusion in “best of” round-ups where Wave sat next to Apple, OtterBox and Spigen on merit rather than ad spend.

3. Converted Coverage Into Revenue

We aligned affiliate commercials, creative and tracking with the PR push so every placement was monetised. Commission rates, deep links and product feeds were set up ahead of launch so editors could publish without friction, and we supported partners with launch-window assets to maximise the conversion window while iPhone 17 search demand was at its peak.

The Impact

The iPhone 17 launch campaign delivered Wave Case’s strongest affiliate quarter to date. Coverage in Wired, TechRadar, Macworld, Good Housekeeping and Radio Times put a challenger sustainable brand into the same buyer’s guides as the category’s biggest names – earned visibility that would be unaffordable through paid channels. The playbook is now repeatable for every future iPhone launch.