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Daisycon

Forget Google alone – how Handshake achieved 740% growth through content and influencers

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Many e-commerce companies still rely almost exclusively on two channels for growth: paid search and social media advertising. But what if the key to sustainable growth lies elsewhere—where your internal team lacks time or resources to operate effectively—at the very top of the funnel, with content and influencers?

Finnish company Handshake—best known for its brands Autodude and Valostore — offers a compelling example of how affiliate marketing can be much more than just link placement or short-term conversions.

Since 2022, Handshake has seen remarkable growth in its content- and influencer-based affiliate program. Monthly affiliate sales transactions generated by content creators and influencers grew from an average of just 12 to over 140— a 740% increase. And notably, this growth was driven entirely through top-funnel content: influencer videos, blogs, and SEO-driven articles.

“Our partnership with Daisycon has been a crucial part of our growth in Finland. Through a risk-free, performance-based model, we’ve reached audiences we simply wouldn’t have had the time or expertise to engage on our own. Daisycon has supported our growth across all markets—especially through influencers and SEO-driven content creators. That’s also freed us up to focus on our core business,” says Niko Peltoniemi, COO of Handshake Finland.

Investing in the top of the funnel – influencer content opens the door

Handshake didn’t limit its efforts to conversion-focused campaigns. Growth was strategically built across Finland, Sweden, Norway, and Denmark starting from the consideration phase—the moment when a potential customer begins to explore, compare, and evaluate. At this stage, genuine content such as reviews, personal experiences, and videos plays a pivotal role in shaping decisions.

“We especially value influencers who build brand awareness early in the customer journey. That way, our sales aren’t solely dependent on campaigns—we’re building sustainable growth,” says Peltoniemi.

A strong example is the collaboration with YouTube creator Mazza, whose content speaks directly to Autodude’s target audience. His videos have had a clear impact on both brand recognition and sales performance.

“Mazza is a perfect example of how the right content partner can influence both consumer interest and ultimately cash flow. These are the kinds of partnerships we wouldn’t reach without a network and active media recruitment,” Peltoniemi adds.

According to research, as many as 61% of consumers trust influencer recommendations more than those coming directly from brands. Influencer marketing is no longer a standalone campaign tool—it’s a vital part of a modern media mix, especially in the consideration phase, where brand recall and the credibility of the messenger make all the difference.

Influencer content doesn’t just increase visibility—it creates demand, builds trust, and guides consumers toward a purchase even before they actively start searching. That’s why influencer marketing plays a decisive role when an e-commerce brand wants to stand out and grow its market share.

Not just a channel, but a strategic partnership

Affiliate marketing performs best when it’s not treated as a traffic or sales add-on, but rather as a core element of a company’s long-term growth strategy. The partnership between Handshake and Daisycon illustrates how a performance-based model can evolve into a genuine strategic alliance.

“We continuously develop our products, but real growth requires reaching the right customers. Daisycon has proven to be a partner who understands both our market and our target audience—and knows how to turn that understanding into measurable results,” says Peltoniemi.

Originating in Finland, Handshake has earned a reputation for quality, innovation, and product development, establishing itself as a leading brand in the Nordic lighting and car care markets. The partnership with Daisycon has strengthened not only marketing performance, but also supported Handshake’s broader growth goals across the Nordics and Europe.

Tangible outcomes from the collaboration include:

  • 120 active content partners in Finland
  • 400+ affiliate publishers across the Nordics
  • Media and influencer partnerships driving six-figure annual sales
  • A performance-based (CPS) model that allows for low-risk, scalable growth
“The true value of affiliate marketing comes when it’s treated like any other core marketing channel—with planning, measurement, and consistent investment in relationships,” adds Jouni Miettinen, Business Development Lead Finland at Daisycon.

Rather than just tapping into an existing media network, Handshake has worked closely with Daisycon to build a tailored approach—where every content creator, influencer, and publisher supports the company’s long-term growth and brand strategy.

AI is reshaping search behavior and content partnerships fill the gap

Google’s AI Overviews and the rise of zero-click behavior have fundamentally changed how consumers discover and evaluate products. Organic visibility is no longer guaranteed—and relying solely on your own SEO-optimised content is no longer enough.

“This shift in search behavior requires a new mindset. Our approach is to build wide-reaching visibility through media partners—even in moments when the consumer isn’t yet searching to buy but is still seeking inspiration,” explains Miettinen.

Daisycon’s model combines local market expertise, continuous performance tracking, and active coordination of content creators. The best results have come when brands are also willing to make light strategic investments — for example in product samples or custom visibility campaigns.

“Even though our model is performance-based, influencer content needs support—such as product deliveries or customized integrations. The most impactful results come when the CPS model is enhanced with smart media and content investments” Miettinen adds.

Handshake has embraced this model with agility—giving Daisycon the mandate to recruit and manage influencer collaborations, while also being ready to invest when the potential is clear. The outcome: rapidly growing visibility and a stronger brand position, especially in Finland.

“Handshake is an ideal partner. They’re data-driven, clear on their goals, and bold enough to invest in visibility when long-term value is evident. Not every impact shows up in immediate clicks—but it definitely shapes brand and revenue over time,” says Miettinen.

Ready to grow with content and influencers?

Affiliate marketing is far more than just link placement. Done right, it’s a strategic way to build long-term partnerships, strengthen your brand, and drive performance-based growth across the entire customer journey.
Daisycon’s model brings together a vast media network, content creator activation, and continuous optimisation to give you visibility where it matters most:

  • Top funnel: influencers and content websites build awareness and trust
  • Middle funnel: blogs, SEO articles, and comparison sites provide information and guide decision-making
  • Bottom funnel: cashback platforms, closed communities, and PLA/CLA drive final conversion

A performance-based (CPS) model makes the entry low-risk—you only pay for actual results, such as confirmed sales or leads. And when needed, visibility can be amplified through optional fixed investments, such as product seeding, influencer partnerships, or native campaigns.

“When a company starts an affiliate program through Daisycon, it gains access to a media network that puts its products and offers in front of consumers where they actually spend time—not just in search results, but across social media, video platforms, blogs, and email channels,” Miettinen notes.

Affiliate marketing doesn’t compete with your other channels—it complements them. It drives additional sales, broadens your reach, and ensures visibility in the moments that truly influence buying decisions.

Contact Daisycon to find out how we can launch a tailored affiliate program for your brand – with a clear strategy to support your growth goals.