Rakuten Advertising
COS
Rakuten Advertising won the Global Performance Marketing Award for Best Affiliate Programme Optimisation due to its innovative approach in a fiercely competitive luxury fashion market. Since 2019, COS and Rakuten Advertising have challenged traditional luxury marketing strategies, enabling COS to gain market share from established brands during economically challenging times.
In 2023/24, the campaign leveraged real-time insights to optimise customer journeys across Europe, utilising multiple data sets to tailor engagement strategies. This dynamic interaction model implemented a bespoke garment strategy that emphasised full-price sales and full-funnel engagement.
Specialised partner programmes for subnetworks, content, and influencer publishers further accelerated traffic and diversified revenue streams. The result was an impressive 44% year-on-year revenue growth, positioning the affiliate channel as COS's most profitable marketing avenue. This campaign exemplifies how advanced technology and strategic data use can revolutionise luxury marketing.
Judges Comments
“A truly impressive partnership that demonstrates the value of the affiliate channel. Utilising a commission matrix and adjusting commission weekly to target hot/trending products and overstocks.”
Deep Dive / Q&A
The Global Performance Marketing Awards 2024 was held in association with ad4mat
