Best Use of Paid Social - Rakuten Advertising

Rakuten Advertising

TASCHEN

Rakuten Advertising, Skai, and TASCHEN partnered to deliver a standout paid social campaign for TASCHEN's signature Warehouse Sale in late 2023, earning the Best Use of Paid Social award. Despite a challenging global economy, the campaign spanned 20 markets across Europe and North America, driving 3x the target sales.

To maximise impact, the team employed a full-funnel, multi-channel approach, targeting customers at every stage of the journey—from discovery to conversion. Leveraging Skai's ad platform for market-level optimisation, the strategy combined data insights from past promotions with cutting-edge ad products from Meta and AI-driven dynamic tools.

This innovative approach resulted in significant gains in awareness and consideration metrics, exceeding sales goals. The campaign not only ensured the success of the Warehouse Sale but also provided valuable insights on how to leverage social media to drive sales throughout the year.

Judges Comments

“A well-thought-out campaign with some impressive results. Good use of different objectives at different points of the full funnel. Clear examples of how consolidation helped to improve performance whilst saving time. Geo-targeting consolidation really stands out and lets the algorithm decide where to spend the budget to maximise the performance.”