Case Studies

Giftcards.com and Brunner

Powering multi-channel success

The Results

Giftcards.com, in collaboration with Brunner and Rakuten Advertising, built out a robust multi-channel strategy encompassing affiliate, programmatic, paid search, and paid social that boosted brand awareness. Together, we exceeded our ambitious goals to achieve award-winning results, including securing gold for Best Cross-Channel Strategy at the US Partnership Awards.

+32%

increase in publisher onboarded YoY

+265%

increase in impressions YoY

+341%

increase in sessions YoY

About the Brands

Giftcards.com, a subsidiary of Blackhawk Network is the premier online destination for gift cards, offering a selection of both physical and digital gift cards. From customizable big-name credit card gift cards to popular retailer brands, Giftcards.com provides convenient and versatile gifting solutions for any occasion. With a focus on security, personalization, and customer satisfaction, Giftcards.com delivers a seamless gifting experience.

Brunner is a leading independent, integrated marketing agency that is proud to have Good People, Creating Great Work for Our Clients. We always put our people first and have the integrity to do the right thing for the people we serve. The philosophy of supporting and working with good people is the cornerstone of how we develop iconic, nimble, and impactful marketing solutions for our clients.

The Story

Giftcards.com faced a highly competitive online gifting market, and Giftcards.com sought to stand out as the top destination for consumers. Our objectives were clear: dramatically increase brand awareness, drive more qualified traffic, and boost transactions and revenue, all while improving efficiency and reducing cost-per-click.

To overcome these challenges and meet aggressive growth targets, Giftcards.com expanded its five-year partnership with Rakuten Advertising and newly minted program with Brunner, launching a target shattering cross-channel strategy that would integrate affiliate, programmatic, paid search, and paid social to deliver full-funnel performance and measurable results.

With its massive Blackhawk Network reach to over 6,000 retail locations across the U.S., the strategy not only boosted online engagement for Giftcards.com but also supported foot traffic to its valued retail store channel partners, creating a powerful omni-channel presence that connected digital discovery with in-store purchase opportunities.

The Rakuten Advertising Solution

To deliver on Giftcards.com’s ambitious objectives, Rakuten Advertising and Brunner deployed a multi-pronged, data-driven approach, leveraging Rakuten Advertising’s suite of advanced marketing solutions and global partner network, and the Brunner team’s expertise in programmatic, paid search, and paid social.

Cross-Channel Orchestration

Together, we designed and executed a seamless, full-funnel marketing program across affiliate, programmatic display/video, paid search, and paid social channels. Each channel was assigned a specific role in the customer journey, ensuring prospects were guided from awareness to purchase with consistent messaging and creative.

Strategic Partner Expansion

The Rakuten Advertising team onboarded 32% more new affiliate partners year-over-year. This expanded reach, enhanced brand legitimacy, and unlocked new customer segments. We focused on high-impact publishers and innovative partnership types, driving incremental growth and diversifying revenue streams.

Programmatic & Paid Media Innovation

The team at Brunner leveraged programmatic media to retarget high-intent users and remarket them with tailored creative. The campaign also tested new channels, such as Reddit*, to reach untapped audiences and boost SEO, while optimizing spend and creative across all platforms for maximum efficiency.

Test-and-Learn Optimization

A robust test-and-learn framework was implemented, including cashback elasticity testing to optimize incentives and reduce fraud, and creative A/B testing (static vs. video) to maximize engagement and ROI. Rakuten Advertising’s advanced analytics and reporting tools enabled real-time measurement and continuous optimization throughout the campaign.

*All trademarked names are the property of their respective owners. References to Reddit in this study is for informational purposes only and does not imply endorsement

Brunner worked closely with the Rakuten Advertising team to build cross-channel strategies that put efficiency first. We knew exactly the optimizations that would help hit our topline revenue goals and then built strategies via Giftcards.com additional channels to defend share of voice and drive awareness. The teams communicated seamlessly. The ability to see performance across all channels, in real time, helped the channel leads to shift budget between strategies and pivot if needed.

Nicole Garza
Brunner

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