“Rakuten breaks employer brand codes with a disruptive campaign led by an HR influencer”

The goals

• Brand awareness and visibility of the RAKUTEN France brand

• Valorization of brand actions in terms of HR policy & employer brand.

The company

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RAKUTEN is the most large trading company electronics in Japan and the third largest e-commerce marketplace company in the world. Rakuten provides a variety of services focused on consumers and businesses, including e-commerce, electronic reading, travel, banking, securities, credit cards, electronic money, electronic money, portal and media, online marketing, and professional sports.

What makes this campaign unique is its innovative concept: Amélie Favre Guittet, recognized for her expertise in workplace well-being and corporate values, entered the Rakuten company incognito, without employees being informed of her presence, and took us with her, in the format of a micro-sidewalk, into the Rakuten offices.

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Our expertise

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To make the device novel we selected an influencer to take part in the game.

The objective? Obtain authentic and spontaneous answers that perfectly reflect the daily life of employees as well as the various jobs within the company...

An exceptional campaign that highlights our influencer Amélie Favre Guittet, who has more than 280,000 subscribers on Linkedin and who breaks all codes!

“At Rakuten France, one of our main missions within the HR team is to boost the individual performance of employees and collective performance. With this campaign, our objective is twofold: to attract new talent while retaining and engaging our current employees. When the agency Les Année Folles | LAF - Influence B2B offered us this original video idea with Amélie, we were immediately seduced. We gave them free rein,” adds Marianne Yalfani, HR Director Rakuten France.

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Result

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With a total of 3 publications influencers, 3 videos in original creations, 1 push media, a transfer of content rights, this campaign made more than 100,000 views, 15 reshares, 14 press releases.
The publications generated + 400 likes , + 100 comments and a positive feedback rate of 100%.

ITR new, itChannel, and IA news mag reveal everything behind the scenes in their articles “Rakuten breaks employer brand codes with a disruptive campaign led by an HR influencer”, but also soon available on bfm and bsmart

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Press: ITR MANAGER, FOCUS RH, BE SMART, LES ECHOS, FOCUS RH, BFM BUSINESS

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Examples of content created

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