Refer-a
-Friend Program
Art direction
Visual design
Growth marketing
Designers:
Vanessajoie Castillo
Josh Lang
Copywriter:
Alice Lin
Rakuten’s Refer-A-Friend program turns loyal members into advocates, driving organic growth through Cash Back rewards for referrals.. We designed the evergreen creative system for this program with bright, punchy visuals and clear messaging to boost engagement—resulting in a 27% increase in sign-ups and making RAF Rakuten’s largest acquisition channel, responsible for over 30% of all first-time buyers.
ride-or-die & ride sharer
〰️
friend & frenemy
〰️
schoolmate & soulmate
〰️
ride-or-die & ride sharer
〰️
friend & frenemy
〰️
schoolmate & soulmate
ride-or-die & ride sharer 〰️ friend & frenemy 〰️ schoolmate & soulmate 〰️ ride-or-die & ride sharer 〰️ friend & frenemy 〰️ schoolmate & soulmate
Referral Characters
We created character pairs that personified the idea of referring a friend. Each duo was paired with playful, pun-based wordplay-using juxtaposition and parallel phrasing to convey the concept in a clever, unexpected way. This approach added humor and personality, transforming a simple referral message into something memorable, relatable, and visually engaging.
Paid & Organic Social
We produced engaging, shareable content that highlighted referral bonuses and encouraged users to spread the word. This approach built awareness, trust, and steady growth through peer-to-peer referrals.
Pro Influencer Program
I managed creative assets specifically for Rakuten’s Refer-A-Friend Pro Influencer program, a tiered initiative that turns top referrers into brand advocates.