HOLY
HOLY is a fast-growing European food & beverage brand offering low-sugar, functional drink products across Energy, Hydration and Iced Tea, with a strong D2C model and community-driven marketing.
"Nino played a key role in helping HOLY expand its affiliate marketing presence in the UK. He built the channel almost entirely from scratch and successfully developed it into a strong six-figure revenue stream, with further growth potential ahead. His expertise in the UK affiliate landscape, combined with his extensive network and strategic approach, enabled us to establish valuable partnerships and accelerate the channel’s performance. Throughout our collaboration, Nino was highly reliable, proactive and always a pleasure to work with. I would warmly recommend him to any company looking to build or scale its affiliate marketing activities."
Julia McGrath
Head of Affiliates, HOLY
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The Challenge
HOLY had already established a strong DTC presence in Germany, driven largely by successful influencer marketing. However, the brand had:
- No existing affiliate marketing expertise or infrastructure
- Limited experience in the UK market
- No established affiliate partner network in the UK
The challenge was to test affiliate marketing as a new acquisition channel and build the UK program from the ground up.
What We Did
We built HOLY’s UK affiliate channel from the ground up, with a value-led, quality-first approach designed to complement—not cannibalize—the existing influencer strategy.
- Structured the UK affiliate programme through Awin
- Built a curated network of 100+ quality partners, including Blue Light Card and TopCashback
- Prioritized value-led publishers while limiting reliance on discount-heavy partners
- Established clear coordination with the influencer team to protect channel incrementality
- Tested new partners and verticals, then scaled the strongest performers and highest-potential opportunities
- Introduced structured campaign planning, communication and ongoing affiliate operations
- Built a pipeline beyond traditional affiliates, including potential fitness, sampling and fintech partnerships such as The Gym Group, Fitness First and Revolut
The Outcome
The UK pilot successfully established affiliate marketing as a scalable growth channel for HOLY, creating both commercial impact and a foundation for further expansion.
- Generated £300K+ in revenue through the UK affiliate programme
- Built and activated a network of 100+ partners
- Achieved approximately 100% YoY growth
- Established HOLY as a credible player within the UK affiliate ecosystem
- Proved the channel’s potential, leading to additional budget and internal resources
- Success in the UK supported the rollout of affiliate programmes in Germany and France
- Created a scalable foundation for further publisher, vertical and partnership expansion
The project is ongoing, with the focus now shifting from establishing the channel to scaling its highest-potential growth opportunities.
