RAKUTEN 101
Challenge
As Rakuten expanded beyond Cash Back with the launch of our World of Rewards platform, members had more ways to earn and redeem rewards—but also more questions.
BUSINESS GOAL
Our goal was to create a scalable, evergreen education program that could improve product understanding, reduce friction, and scale across customer touchpoints.
Solution
We developed Rakuten 101—a modular library of evergreen educational videos designed to simplify complex product concepts and answer members' most common questions.
We partnered closely with Product Marketing, Lifecycle Marketing, Customer Service, Legal, and Design to optimize each video across multiple business priorities while maintaining product accuracy. One of our guiding principles was making every video feel like a trusted friend explaining Rakuten—not a product tutorial. That philosophy shaped everything from the scripts to the visual storytelling and voiceover.
The first two videos have launched, with additional videos covering Redemption Methods, the Browser Extension, Rakuten Travel, and Stacking rolling out as the series continues to expand.