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The Challenge

In late 2024, Homebase set out to broaden its reach and strengthen brand visibility through new growth channels. As part of this work, the team saw an opportunity to accelerate its affiliate program and better understand how it might contribute to both performance and emerging search environments.

Homebase reached out to Right Side Up (RSU) for an affiliate program audit in December 2024. RSU deployed Tiffany Hakimianpour, a senior growth marketing consultant in their collective, to evaluate the program’s current state and identify early areas where affiliate strategy could more closely support Homebase’s evolving search initiatives.

The Solution

RSU conducted a strategic evaluation of Homebase’s affiliate channel to identify opportunities for stronger performance, partner diversification, and greater brand visibility. This initial assessment highlighted ways the program could be refined to support both conversions and emerging visibility needs across new search experiences.

From there, RSU worked with Homebase to make early adjustments to partner strategy and strengthen alignment with broader growth objectives. These initial steps helped establish a clearer foundation for how affiliate could contribute to both near-term results and longer-term visibility efforts in emerging discovery environments.

“Each placement gained new purpose, driving engaged signups and brand visibility. The key was combining performance insights with forward-looking visibility thinking to make smarter partner investments.” —Tiffany Hakimianpour, Senior Growth Marketing Consultant, Right Side Up

Working closely with Homebase’s organic team, RSU leveraged new AI visibility intelligence, which elevated the affiliate program’s role within the broader search and discovery ecosystem. This helped Homebase understand how affiliate efforts were influencing the brand’s presence across emerging search experiences. These early insights supported ongoing conversations about which partnerships could deliver both performance and broader brand value.

RSU then developed a strategic framework to help guide how affiliate priorities could better support Homebase’s broader discoverability goals over time. This framework introduced an initial emphasis on authority, relevance, and reach, providing direction for future partner collaboration and helping Homebase begin exploring where affiliate can reinforce its presence across high-value categories.

As the strategy took shape, RSU helped Homebase identify and prioritize partners with the greatest potential to contribute meaningful value. Early adjustments have already yielded measurable growth while clarifying where additional improvements in partner quality and relevance can be made. The resulting approach places greater emphasis on credibility and efficiency, setting the stage for a cleaner, more focused program moving forward.

“By combining data, strategy, and creative judgment, we’re helping shift affiliate from a last-click channel to an engine of brand visibility; an army of trusted third-party content creators amplifying the brand’s messaging, credibility, and offerings to drive both awareness and conversion metrics.” — Amy Scanlon, GM, Affiliate Practice, Right Side Up

As this foundational work evolves, RSU and Homebase are continuing to explore how affiliate can more directly support broader discoverability and long-term performance goals.

The Impact

Within the first few months, Homebase began seeing encouraging early signals across visibility and engagement as affiliate partners supported the brand’s presence more consistently across emerging discovery environments.

Initial refinements have helped the program become cleaner and more efficient, with affiliate partners starting to drive higher-quality, more engaged signups and improved visibility across both branded and non-branded search. RSU’s unified approach has helped Homebase begin to connect performance partnerships to broader gains in conversion and brand presence.

“Partnering with Right Side Up gave us a clear, data-backed framework for growing affiliate as both a performance and brand-building channel. We’re now seeing stronger partner quality, broader coverage across key categories, and measurable improvements in visibility.” — Katie Daire, CMO, Homebase

The partnership is also helping lay the groundwork for long-term growth, creating alignment between affiliate and organic initiatives in a way that can continue to evolve with Homebase’s broader strategy.

The Tl;dr

Homebase partnered with Right Side Up to take a more strategic look at how affiliate can support both conversions and visibility across emerging search environments. Through a focused evaluation of the program and early refinements to partner strategy, RSU helped Homebase begin strengthening affiliate’s contribution to broader growth and discoverability goals.

With RSU’s continued support, Homebase is building a more aligned, efficient affiliate program—creating a foundation for ongoing improvements in visibility, partner quality, and performance heading into 2026.

"Right Side Up helped us take a more strategic approach to affiliate partnerships, connecting them to our broader visibility goals. Their framework gave us a clearer way to evaluate partner quality and think about affiliate's role beyond last-click attribution." — Katie Daire, CMO, Homebase

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Want to improve performance while strengthening your brand’s visibility?

Our affiliate team is ready to step in, and turn insights into action across evolving search and discovery environments. Get in touch with us to explore what that could look like for your business.