Best Use of Retail Media – Rakuten Advertising, Coles Liquor Group & Cashrewards

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The Perfect Pairing: Rakuten Advertising, Coles Liquor Group & Cashrewards Bring Affiliate to Retail MediaIn a groundbreaking fusion of retail media and affiliate marketing, Rakuten Advertising, Coles Liquor Group, and Cashrewards introduced “The Perfect Pairing” campaign. Emulating the impact of a strategically placed supermarket aisle display, this collaboration enhanced the customer journey through the retail media channel. By seamlessly integrating an enticing cashback campaign on Cashrewards’ homepage, akin to eye-level allure in physical stores, the trio redefined digital marketing. One defining element of this campaign was its unique funding: entirely supported by the beverage brand, mirroring traditional retail practices. Leveraging Cashrewards’ Love Island partnership for pre-launch excitement, the campaign achieved unparalleled success. The result? A 60-fold increase in sales for the beverage brand and a doubling of Coles’ Dark Spirit sales. This innovative synergy of retail media and affiliate marketing proved to be a winning combo in the eyes of our judges.“Clear objective, increase sales and traffic. A very creative campaign idea implemented across media. The recruitment of Coca Cola was a nice team effort.”Deep Dive / Q&AHello Partner: What does it mean for you to win this award?Ozanna Lesniewska, Rakuten Advertising: It means our hours worked and paid off.HP: What advice do you have for advertisers entering the retail media channel in 2024?Edward Trinkwon, Rakuten Advertising: Difficult question with the current economic situation. Work with Rakuten Advertising is one of the biggest pieces of advice, I would say! Use your data as well.The Global Performance Marketing Awards 2023 was held in association with ad4mat

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