Case Study: FitFlop drives standout engagement and surges in new customer visits with Rakuten Marketing

WonderWelly campaign demonstrates the value of influencers

FitFlop, founded in 2007 to create innovative footwear that supports active lives, partnered with Rakuten Advertising to launch the WonderWelly campaign targeting younger “Xennials” (25–40). The brief was to raise awareness of the product, generate at least 20 new pieces of content, and prove impact beyond last-click metrics by driving an average of 51% new customer visits and exceeding the Instagram fashion engagement benchmark of 0.94%.

Using Rakuten’s influencer platform and cross-channel attribution tied into FitFlop’s affiliate programme, the campaign prioritized high-quality creators and measured the full user journey. The results exceeded goals: impressions hit ~97.3k (nearly 40% of influencers’ followship), engagement peaked at up to 4.2% (well above the 0.94% benchmark), 88% of influencer-driven visitors were new (vs. 51% target), content-publisher traffic rose 1,140% MoM, and FitFlop increased its influencer budget by over 200% for the following year.

FitFlop

John Sadeghipoor

Global Head of Digital Marketing