Driving 97M+ Impressions Through Seasonal Storytelling and Cultural Relevance
What we did
We developed and executed a full-scale social media strategy for Rakuten.ca designed to increase brand awareness, drive engagement, and position Rakuten as a trendy, go-to cashback platform for Canadian shoppers.
Through seasonal campaign planning, culturally relevant content, community engagement, and branded creative execution, we elevated Rakuten’s presence across Instagram, TikTok, X, and Facebook.
The spark
Rakuten.ca is the smarter way to shop. By activating the Chrome extension or shopping through the app, users can earn up to 30% Cash Back at over 750 stores.
Despite its strong value proposition and low barrier to entry, Rakuten faced a key challenge:Shoppers were more familiar with competitors like Honey, which do not always guarantee savings or cashback.
The opportunity was clear — increase awareness, differentiate the brand, and educate Canadians on how Rakuten empowers them financially through cashback rewards.
Services
Social Media Strategy
Content Creation & Production
Seasonal Campaign Development
Community Management
Influencer & Cultural Moment Integration
Branded Creative Design
The strategy
We created dynamic content that highlighted trending products available with Cash Back, aligning with consumer shopping behaviours throughout the year.To amplify reach and relevance, we tapped into trending topics and pop culture moments across social platforms.
This approach drove:+50% more engagement compared to traditional content
To humanize the brand, we featured Rakuten.ca staff in office-based content, bringing personality and authenticity to the feed.
This initiative resulted in:+75% more views compared to non-staff content
By showcasing the people behind the brand, we strengthened trust and relatability.
The moments
Key campaign activations included:
Seasonal shopping pushes aligned with peak retail periods
Trending product spotlights tied to cultural conversations
A 5-Day Cyber Week Giveaway campaign designed to boost excitement and community participation
These timely activations kept Rakuten topof mind during high-intent shopping periods while reinforcing the value of cashback rewards.
97M+
impressions
1,000+
posts published
+50%
engagement
1,500+
follower growth
Why it worked
This campaign succeeded by grounding content in seasonal relevance and cultural fluency. Aligning with peak shopping periods including back-to-school, holidays, and Cyber Week kept Rakuten present when consumers were most ready to act. Tapping into trending conversations and pop culture moments elevated discoverability and engagement, positioning the brand as current and socially native rather than a passive bystander in the feed.
Human-centered storytelling strengthened the strategy by featuring Rakuten staff, adding authenticity and relatability that built genuine audience trust and connection. Supported by vibrant, geometric-inspired creative and a compelling cashback value proposition, the approach translated into measurable results, elevating brand awareness, driving engagement at scale, and delivering meaningful follower growth.