Rakuten

Rakuten

Launching a Global Brand in the Canadian Cash Back Market

For years, our long-time client Ebates.ca had established itself as Canada’s leading Cash Back website, helping consumers earn rewards while shopping online. When global parent company Rakuten Inc. acquired the brand, the opportunity emerged to bring the Canadian platform fully under the Rakuten name – one of the world’s largest digital commerce and technology companies.

 

The Challenge

Transitioning a well-known consumer brand carries risk. While Ebates had strong recognition in Canada, the Rakuten name was far less familiar to Canadian shoppers. Following a year-long strategic transition to leverage Ebates’ equity in the Canadian market and integrate the brands, Rakuten partnered with BlueSky to support the communications strategy behind the brand launch and build awareness around the transition.

 

The Strategy – What BlueSky did

BlueSky developed a brand launch strategy designed to generate immediate awareness and drive new user engagement while introducing Canadian consumers to the Rakuten identity.

The communications program focused on creating a highly visible launch moment that would connect the new brand name with the platform’s core value proposition: earning Cash Back on everyday purchases. Messaging emphasized continuity between Ebates and Rakuten, reinforcing that while the name was changing, the benefits consumers loved remained the same.

To support the launch, BlueSky implemented a high-impact activation in major commuter corridors during peak rush-hour periods, ensuring the Rakuten brand appeared in front of thousands of potential users at once. The campaign integrated brand ambassadors, promotional Cash Back offers, and social media engagement, encouraging commuters to share their experience online and participate in a branded social campaign.

 

The Results

The launch campaign generated significant awareness and consumer engagement:

  • 200,000+ commuters reached during launch-day activations
  • #RakutenCashBack trended nationally on social media
  • 56% increase in new website traffic on launch day
  • Largest member sign-up day in Canada for the platform

 

The Impact

The launch successfully introduced Rakuten as the new brand behind Canada’s leading Cash Back platform while maintaining consumer trust built under the Ebates name. By combining brand storytelling with a highly visible launch campaign, BlueSky helped Rakuten drive immediate awareness, accelerate new member acquisition, and establish a strong foundation for the brand’s growth in the Canadian market.

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