THE SITUATION:
Rakuten’s biggest category is fashion, but our biggest investment was in Super Bowl TV. Yea, I know what you’re thinking. Which is why shifted our investment to a place more relevant for millennial women.

THE INSIGHT:
Fashion inspiration comes from lots of different places, but one thing is true. When you see something you want, you want it now.

THE IDEA:
To make a cultural investment on par with the Super Bowl, there’s only one place to go: New York Fashion Week. Rakuten stepped directly into conversation by not only sponsoring NYFW but partnering with designers like Altuzarra, Phillip Lim, and Rebecca Minkoff. Members were given exclusive access to pieces moments after they hit the runway. Truncating a traditional six month runway-to-retail gap and turning fashion’s biggest moment into instant gratification and instant commerce.

THE RESULTS:
380+ million social impressions and a 12% lift in millennial awareness.