2026 Gold Winner
Turning Editorial into a Performance Engine: How Give Me Cosmetics Scaled Brand Awareness and New Customers at Golden Quarter Pace, with Linkby & Reach plc
The Challenge
Give Me Cosmetics is a fast-growing beauty brand in an increasingly saturated market. Sustaining rapid growth meant reaching new audiences beyond owned channels while delivering measurable acquisition outcomes, not just brand visibility. The challenge was to maintain editorial authenticity while applying a performance framework capable of delivering efficiency and scale during the competitive Golden Quarter.
The Strategy
Give Me partnered with Linkby, a global adtech platform operating on a pay-on-performance CPC model, and Reach PLC, one of the UK’s largest publisher networks. Building momentum throughout the year, all partners aligned on an ambitious Q4 strategy to evolve editorial activity from isolated brand stories into a scalable, performance-driven content ecosystem.
Execution and Innovation
The campaign blended editorial credibility with data-led optimisation to drive performance across Reach’s large publisher network. Editorial and commercial teams worked in close collaboration throughout, delivering an approach to content commerce that scaled effectively at the year’s most competitive retail moment.
Results
A highly collaborative campaign that blended editorial credibility, data-led optimisation and performance technology to deliver significant brand awareness uplift and new customer acquisition.
Judges’ Verdict
“A standout performance-editorial campaign that mastered the balance between editorial credibility and high-scale commercial impact.”
“Proving the power of a unified, non-siloed approach to content commerce at scale.”
Thanks to our 2026 sponsors
Adtraction is a leading partner marketing platform that helps brands across Europe increase their sales at a predictable cost, while enabling partners to monetise their content and traffic. The company works with brands across multiple industries, ranging from e-commerce to financial services. With a user-friendly platform, Adtraction connects brands with a diverse range of marketing partners, from influencers and media houses to apps, tech platforms and comparison sites. The company was established in 2007 and is headquartered in Stockholm, Sweden, with offices in 12 countries across Europe.
Agenica builds AI marketing employees for brands and media agencies. Unlike generic LLMs, Agenica employees operates on live competitive activity—ads, creative and channel signals, plus a company’s internal KPIs and decision frameworks. It converts that into role-specific recommendations and ready to use briefs: what changed, why it matters, and what to do next.
Atolls helps millions of consumers make smart spending decisions online. These consumers engage with our shopping destinations, including Hotukdeals and over 40 other deal communities, cashback platforms, and coupon sites, throughout their purchase journeys. We enable advertisers to engage with high-intent audiences when and where it matters the most.
Blue Light Card is the UK’s number one discount service for emergency services, NHS, social care workers and armed forces.
With more than three million members across the UK, Blue Light Card works with over 16,500 partners including the likes of Spotify, Toby Carvery, Hotels.com, Cineworld, Sky, EE and Halfords, providing savings, discounts and benefits that often aren’t available to the general public. In 2022 alone, Blue Light Card holders saved over £250 million on everything from holidays and days out to groceries and utilities.
Membership to Blue Light Card for access to all online deals and discounts is quick and easy by registering online at www.bluelightcard.co.uk. A card costs £4.99 and is valid for two years.
There for those that are there for all of us.
Partnerize is the only partnership management solution powering growth for marketers seeking high-quality, scalable subsidies to primary channels through end-to-end software & comprehensive service. Partnerize joined forces with Pepperjam and Brandverity to establish the leading global solutions provider for affiliate marketing and partner automation including brand monitoring and compliance. Partnerize serves 1,800 enterprise and mid-market clients worldwide, driving more than $10B in transactions via their relationships with an ecosystem of 750,000+ partners, including 250,000+ influencers. Partnerize services clients across industries including retail/e-commerce, D2C, travel, finance, telecom, subscriptions and gaming.
The #1 CSS partner for peak performance.
Redbrain is a UK-based CSS partner dedicated to helping online retailers unlock incremental sales by getting their products in front of high-intent shoppers. Founded in 2016 and now recognised as Europe’s #1 Comparison Shopping Service (CSS) partner by volume, we combine advanced AI-driven technology with hands-on expertise to drive billions in additional sales on a CPA basis. We work as an extension of our partners teams, enhancing product visibility across Google Shopping, Microsoft Ads and leading price comparison sites. At Redbrain, we’re focused on transparent, measurable growth that complements existing marketing strategies and maximises ROAS.