Genie Goals x Dulux: A New Lick of Paint for Affiliate Excellence

The Challenge

Dulux, one of the UK's most recognisable home-improvement brands, partnered with Genie Goals in early 2025 to push its affiliate channel far beyond baseline performance. Despite Dulux's commitment to value-adding activity and minimal discounting, 43% of affiliate revenue came from voucher and browser-extension partners, an approach misaligned with the brand's long-term strategy.

The Strategy

Genie Goals began by auditing the programme with uncompromising scrutiny. After clearly mapping where value was being lost, the team made a bold, high-stakes move: removing 50 non-aligned partners responsible for 34% of programme revenue. This radical reset created space to rebuild the channel around quality, influence, and genuine customer consideration.

Execution and Innovation

Genie Goals shifted investment into high-value partners across the funnel, supporting DTC growth without impacting key retail relationships with B&Q, Screwfix, Wickes, and more.

Results

With one year to prove the channel's potential, the target was +30% year-on-year order growth. The team delivered +36% even after stripping out the "easy" voucher volume, transforming a trial into a long-term partnership.

Judge's Verdict

"A robust and purposeful 'remove before you rebuild' stance — bold, confident, and exactly right for the brand."

"The team successfully re-educated the client on prioritising long-term gains over short-term losses – a significant internal achievement."