Tokio Marine & Nichido Fire Insurance Co., Ltd.
Communication Planning Support
We supported social-media strategy and campaign rollout timed to the Tokyo Olympic Games. Built around the concept "#CheersToTheChallenge," we executed a user-participation campaign featuring well-known creators that generated significant buzz.
We supported social-media strategy and campaign rollout timed to the Tokyo Olympic Games. Built around the concept "#CheersToTheChallenge," we executed a user-participation campaign featuring well-known creators that generated significant buzz.
[Engagement Details]
We supported social-media (SNS) strategy development and execution. Timed to the Tokyo Olympic Games, we developed the concept "#CheersToTheChallenge" to communicate the corporate message of supporting athletes and all who strive. As a concrete initiative, we rolled out a posting campaign on Instagram: well-known manga artists and popular illustrators created illustrations from photos users posted of their own "challenges" and gave them to the contributors. By drawing in the creators' fan bases, we drove positive sharing and conversation across social media.
[Challenges]
- Building corporate brand and a sense of closeness across a broad audience, including younger demographics.
- Establishing high-resonance social-media communication that captured the Olympic moment.
- Designing a structure in which users wanted to actively participate, rather than receiving one-way advertising.
[Results]
- Follower growth: +3,000.
- Total reach: 4 million reached.
- Campaign entries: more than 2,000 cumulative.
- Generated numerous positive shares across social media.
