Coles Liquor Group & Cashrewards
The Perfect Pairing: Bringing affiliate to retail media
The Results
‘The Perfect Pairing’ campaign produced results that outperformed its targets:
166%
Overall Sales Growth for Liquorland
627%
WoW Dark Spirits and Soft Drinks Sales Growth for Liquorland
258%
YoY Sales Growth for First Choice Liquor
5,709%
WoW Dark Spirits and Soft Drinks Sales Growth for First Choice Liquor
Our partnership with Rakuten Advertising during 'The Perfect Pairing' campaign was a game-changer. The team efficiently launched the campaign, ensuring Coles Liquor gained maximum visibility on our homepage, in email newsletters, on social media and more. Utilising our Love Island partnership was also a brilliant move, further enhancing brand recognition and engagement. They consistently encourage innovative affiliate strategies that benefit everyone involved.
The Rakuten Advertising Solution
Some things just go well together: dark spirits and soft drinks, retail media and affiliate, Love Island and cashback. Rakuten and Cashrewards’ strategies were definitely more than best practice. Here’s how:
Rakuten and Cashrewards launched The Perfect Pairing campaign based on a popular cocktail recipe. The teams combined two iconic products paired with limited time 50% upsized cashback to drive results for both Liquorland and First Choice Liquor, resulting in significant growth and a win-win situation for all parties involved.
Imitating traditional retail media, Rakuten placed The Perfect Pairing campaign front and centre on Cashrewards’ platform. This includes prime engagement placements such as the homepage, email newsletters and Cashrewards’ social accounts, converting customers one bottle at a time. What’s more – the campaign was funded by the beverage brand instead of Coles Liquor, just as it would if it was placed at the end of the supermarket aisle.
In 2022, Cashrewards coupled up with Love Island to be the show’s official cashback partner. Rakuten leveraged this partnership to generate buzz long before The Perfect Pairing campaign even began. This created recognition and familiarity for both brands, increasing its visibility and potential for customer engagement and loyalty.
Rakuten Advertising worked alongside Cashrewards to deliver exceptional results for 'The Perfect Pairing' campaign. With a strong YoY sales growth for Liquorland and First Choice Liquor, and a staggering WoW boost in dark spirits and soft drinks sales, the teams truly exceeded our expectations. Their innovative approach of bringing together affiliate and retail media, plus the strategic placement on Cashrewards' platform, provided outstanding visibility. Plus, the campaign was funded by our beverage brand partner, aligning perfectly with our ROI goals. This is what we call impactful affiliate marketing.