Integrated winner: Rakuten Advertising

The Australian division of Rakuten Advertising won for their work launching Aje Athletica with a detailed, integrated HYPE lifecycle strategy and strong cross-channel campaign.

In May 2021, contemporary Australian fashion brand Aje launched Aje Athletica, an activewear capsule reflecting four key pillars – fashion, wellness, performance and sustainability. 

Rakuten Advertising was tasked with helping them launch Aje Athletica with a main objective of delivering 11.2m impressions through Display, Social, YouTube, Discovery, Pinterest, Search and Shopping.

The team approached the launch with a ‘HYPE’ strategy – a detailed, multi-channel strategy designed to create desirability through different lifecycle stages – Hook, Yearn, Propel, Entice. 

The strategy was then layered with four strategically created, custom-made Aje Athletica audience personas designed to target the ever-loyal Aje customer and also those who are generally interested in high fashion and activewear. 

Through this, Rakuten Advertising helped Aje Athletica deliver 89% over the impression goal, with post-launch return on ad spend (ROAS) exceeding Aje's expectations.

Judges’ comments

The Rakuten team delivered a “strong detailed strategy split across phases”, said Mazen Mroueh, Co-Founder & Head of Business Development, Digicrowns.

Monica Chia from Reprise commented: “Great execution with clear roles at each stage of the customer journey for different channels, from teaser through to purchase intent, leading to a strong cross-channel campaign”.