Tokyo and 6 other main prefectures have been under a state of emergency since the beginning of April. Since that time, many influencers in Japan have started mentioning self-quarantine. Users who are now spending more time on their mobile devices and computers are curious about how their favourite influencers are spending their time at home. Naturally, social media engagement is higher than normal, and influencers are still active by adapting to this work-home economy. In this article, we will introduce 5 campaign examples of how Japanese influencers are adjusting to the current situation and running brand campaigns.
Video streaming service ‘Hulu’
The university student YouTuber, Nonako with more than one million subscribers, is popular among young girls for makeup and fashion videos. A U.S based on-demand video streaming platform Hulu collaborated with her to promote their service. On her Instagram, she talks about her favourite anime, commenting, “Hulu is free for two weeks, so let’s immerse ourselves in anime together!”
Chocolate-coated ice cream bar ‘PARM’
PARM is one of the ice creams made by Morinaga Milk, a leading producer and seller of daily products in Japan. Mio Imai, a university student, weather reporter and model promoted this ice cream on her Instagram with hashtags #nightparm #stayhome. The post has a natural look that shows she’s eating while stretching her body and watching a TV drama on her phone.
Anti-virus mist ‘B plan バリアプラン (barrier plan)’
Asumi Nakatani, a singer and actress posted a promo for anti-virus spray ‘B plan バリアプラン’ on her instagram. Wearing a black mask, she explains that it can be used on clothes and in rooms. She adds that she uses with her mask, and added the hashtag #coronavirusmeasure.
Pudding made from jersey milk
Ohayo daily products co., ltd has been actively promoting their product, ‘Jersey Milk Pudding’ on social media. Lilou, a YouTuber makes videos about her private life and childcare with her husband. The caption for this campaign says “I’ve been having a lot of tea time and relaxing time at home these days because we can’t go out. Jersey milk pudding is something that I have been loving and eating for a long time, my love has now been renewed!”
Picture books for kids, ‘kounotori books’
Amigo Amigo, a Japanese mum influencer with 2 kids, introduced picture books for ‘kounotori books’. This brand provides a new service where professionals select and distribute picture books according to their families. She comments on her instagram post “because of the coronavirus, we are spending more time at home, so why not cherish our family time?”
In this difficult situation, Japanese influencers, influencer agencies, and brands need to work smartly to make appropriate and creative content that can deliver meaningful messages.
If your brand are considering influencer marketing in the Japanese market, feel free to contact us.
