Unwrapping New Growth

In May 2025, Buyagift migrated its affiliate programme to Rakuten Advertising to unlock new growth

opportunities through a broader partner mix, smarter optimisation, and greater visibility into which publishers could add value across the customer journey.

Rakuten Advertising brought together strategy, data and tech to propel Buyagift's performance to identify the right publishers, justify investment decisions, and drive growth more efficiently.

Buyagift, one of the UK’s best-known experience gifting brands, became the proof point. The brief was clear: unlock new customer growth, improve efficiency, and restart momentum in a mature affiliate programme. The campaign targeted value-conscious gifting shoppers and experience-led buyers across premium editorial environments, closed-member communities, and lower-funnel affiliate placements.