Road to recovery narrative
In the teeth of the COVID-19 pandemic, Rakuten Advertising needed to retain its network of advertisers and publishers and help its target audience of marketers make sense of economic uncertainty as they planned for the critical months ahead.
Data led, insightful global content was required to position Rakuten as a valuable and supportive strategic partner. We began by focusing on consumer attitudes to Singles’ Day, Cyber Week and Christmas, creating a downloadable report with actionable strategies.
Phase 2 saw us blend our consumer findings with publisher/advertiser insights for the creation of a microsite that would act as a hub for Rakuten clients to plan their marketing activity for H2 2020. We supported this with press releases and earned media outreach.
Our communications drove coverage across key marketing, retail and brand publications, outlining a positive post lockdown narrative. Moreover, we raised awareness of the key actions advertisers and publishers needed to take to recover during the second half of 2020.
Articles published based on campaign assets
Report downloads on phase 2 launch day
Average time spent on microsite
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