Challenge
A sportswear brand wanted to grow share of voice with their key opportunity segment. The brand launched a campaign to target women with a different Cash Back rate than the controlled audience.
CASE STUDY Demographics targeting to win share of voice
Solution
- Rakuten launched a targeted campaign to reach female audiences who have a high affinity for the brand by offering a personalized elevated 15% Cash Back rate, nearly 7x their typical 2% base rate.
- A targeted homepage banner was served to drive campaign awareness and engagement with the audience.
Key Learnings
- Testing with personalized, elevated Cash Back drove significant lifts across core metrics defined as: trips, shoppers, buyers, and sales per audience.
- Campaign was efficient, delivering 3.3x ROAS.
- The CPA impacted the average order value at a rate of 2.85x.
- Media drove additional performance lifts when paired with increased Cash Back rates. When media was introduced, the 15% test group performed stronger than the 2% base group, despite the base group also running promotions and media.
Results
-
-
Serving a personalized, elevated Cash Back reward through a targeted campaign drove strong lifts across core audience performance metrics.
Percentages on Y axes are the percentages of the total targeted audience. The control group is large enough to give an accurate representation of BAU (business as usual) and the test group to target as many audience members as possible. These carts allow us to compare the control and test group(s) as if they were the same audience size.
Targeted audiences are curated and customized for the brand based on machine learning algorithms that take into account Rakuten member's preference as well as recent and past shopping and purchase pattern, including shopping behavior across competitors.
Learn how Rakuten merchants turn rewards into revenue and brand loyalty
-
Shutterfly proves Cash Back is an effective performance lever
