Rakuten
Ebates rebrands to Rakuten, using video and Search to drive performance.
increase in branded searches
decrease in cost per sign up
increase in conversion
Challenge
In 2019, Ebates underwent a rebranding to its parent company, Rakuten. With over 20 years of history and awareness for the beloved Ebates brand, its goal was to get Rakuten to the same national level of awareness — all while driving growth in the midst of a rebranding campaign.
Approach
Rakuten shifted from a traditional media strategy to a multi-channel strategy, strongly investing in Search and YouTube, for the first time. By investing in TrueView for action, they were able to drive aided awareness, increase search levels and decrease cost per acquisition.
Rakuten also shifted its creative story and messaging throughout the year, starting with awareness-focused creative, then moving to ones that drove consideration and ending with telling users that 'Ebates is now Rakuten'.
Products used
TrueView for action
YouTube custom intent audiences
Search