Rakuten Advertising became part of a five-party super partnership involving American Express' rewards platform (MyAmexShopping managed by PerformID), Korea's largest bank, a luxury retailer and a world-renowned K-pop band.
The retailer in question tasked Rakuten and PerformID with two goals:
Increase brand presence for a sub-brand of the retailer - stocked exclusively on its website-among Korea's Millennial and Gen Z customers – and;
Boost sales in Q1 2022.
During this time, the sub-brand extended its partnership with the K-pop band, which has a large Millennial and Gen Z fanbase. Simultaneously, the bank released an American Express credit card featuring the K-pop band designed for their fans. Through MyAmexShopping, the card allowed the retailer to offer exclusive benefits to its cardholders including a cashback deal.
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Rakuten and PerformID leveraged this offer to boost brand awareness for the retailer and its sub-brand, reaching many cardholders and exceeding the retailer's target of increasing presence among Millennial and Gen Z consumers two-fold.
To reach the sales target, Rakuten and PerformID partnered the retailer with local bloggers and leveraged PerformID's "Merchant of the Month" program to promote the brand's offer, highlighting the exclusive sub-brand's collection. This resulted in record sales growth for AmEx.
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Judges comments
“What is not to love about this campaign? K-pop, high-end fashion and AmEx, well done all!”
“An excellent example of many partners coming together and collaborating harmoniously and effectively. Love it!”
“A very smart alignment of strategically aligned partners that clearly over-delivered.”
Also shortlisted:
Partnerize: It’s a Clean Sweep for Litter-Robot’s Multi-Touch Affiliate Campaign on Partnerize (PlatformLitter Robot)
The Specialist Works: Dollar Shave Club & The Specialist Works with Partnerize Boost Customer Retention To Create Smooth Route for Customer Acquisition (Dollar Shave Club)
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