Rakuten’s seasonal campaign content consists of advertisements, and advertisements only. Page content is made purely by advertisements that Rakuten merchants purchase for the campaign period.
As this could not be changed due to their traditional sales strategy, the challenge was to make arrays of Rakuten’s merchant advertisements look like relevant content.
By enforcing advertisements to be tagged with category and relevancy – and styled to look like product listings – a feasible micro-site was able to be realised. Special attention was paid to the styling of advertisements, as well as the rules and guidelines of advertisement copy and imagery for merchants.