• by Laurie Sullivan  @lauriesullivan, February 27, 2024

Rakuten, the performance shopping platform that offers Cash Back and rewards, launched its first year-long advertising campaign with actress Kate Hudson and fashion designer Patricia Bonaldi of PatBO.

The campaign, titled "Shoppers Get It," celebrates the thrill of discovering new shopping secrets. And in this 30-second spot, Hudson shares bonding moments with strangers on a night out.

One lady who saved cash on her designer purchases shared the secret that she found the discounts on Rakuten.

The spot opens in the ladies’ room of a swanky bar where two women realize they are wearing the same PatBO dress, but only one received cashback from Rakuten on her entire outfit.  

For the spot, Patricia Bonaldi created a custom PatBO velvet mini dress with rhinestones, and Rakuten made the dress available exclusively to its members, with 10% cashback, for a limited time starting February 26. 

Rakuten’s in-house marketing team developed the spot. “The past two years have been incredibly successful in driving larger brand awareness for the Rakuten brand,” says Vicki McRae, Rakuten's senior vice president of brand and creative. “This year, we’re getting more prescriptive with our marketing efforts to reach our core audience of young millennial women.”

The campaign follows on the heels of Rakuten’s 2023 Super Bowl campaign with Alicia Silverstone reprising her role in the comedy classic "Clueless," as well as Rakuten’s ongoing partnership with New York Fashion Week, where it recently partnered with PatBO to offer fashion-loving members exclusive access to another item from her spring and summer 2024 collection. 

“Shoppers Get It” is part of Rakuten’s ongoing effort to reach young millennial women with an inside track to savings and first-access to their favorite brands and retailers.

The spot was developed by Rakuten’s in-house marketing team, produced by Furlined and directed by Nora Kirkpatrick. It launched earlier this week and will run across TV--network and cable, streaming, YouTube, Instagram, TikTok, and Facebook. 

The multiplatform creative campaign will come to life in many iterations throughout the year, with numerous opportunities for Rakuten to measure and understand the impact of the campaign.

“We will be measuring our engagement with millennial women throughout the year with the goal of increasing awareness with this critically important audience,” McRae says.