Empowering Rakuten with APAC Regional Hub Strategy and Management

As the world’s Number 3 e-commerce company, Rakuten needed to increase its brand awareness and build brand credibility to attract merchants and customers in its growing Asia markets, including Taiwan, Indonesia, Thailand and Malaysia. Despite this, the company needed to educate the market while creating brand awareness following several JVs and acquisitions. Merchants and consumers alike perceived Rakuten as a Japanese company and didn’t understand the benefits of setting up a virtual online shop with Rakuten; consumers also lacked awareness about the company’s product breadth and the service experience it could offer.

Planning & Execution

Text100 recommended a campaign based on educating the market about Rakuten’s key point of differentiation, its unique “B2B2C” model, while also emphasizing its distinct culture and belief in empowerment. Following a successful kick-off for Rakuten’s corporate campaign, Text100 recommended creating creative consumer story-lines to drive consumer traffic and engagement.

Text100 established a content matrix to schedule and develop PoV pieces, proactive media pitches, bylines and infographics. Content was both developed at an APAC regional hub level as well as in-markets, and leveraged across the region and even globally. This content proved instrumental in driving media and speaking opportunities on a sustained and fast-growing basis.

Effectiveness / Results

Twelve months after the campaign’s launch, Text100 had achieved 240% of its coverage targets in pre-determined top-tier media, also hitting 150% of its online impressions target in the process.

The Agency Directory online coverage is now Portfolio

Portfolio is a unique platform which combines the existing Agency, PR and Digital directories into one comprehensive, content and data rich showcase of agencies in Asia-Pacific. Easily browse, search and review agencies on key performance criteria, as well as their Creative Ranking.

We hope Portfolio makes finding the right partner a little bit easier but we’d like to hear from you - simply select the feedback tab on the site and let us know want you think.


The Campaign Asia-Pacific Team