【Case Study】Influencer Marketing & Successful Japanese App Launch for a Leading Chinese Fashion Brand
Client Overview
Industry: Fashion
The client is a Chinese fashion brand launching an e-commerce app specifically for the Japanese market.
Project Overview
Project Name: Japanese App Launch Event
Project Duration: Single event launch
Project Goals: The primary goal was to create excitement around the app's launch, generating buzz in Japan’s fashion industry and among key influencers. This would increase brand awareness and get influential figures in fashion and beauty to adopt the platform.
Challenges
The client initially had limited knowledge of the Japanese fashion scene, particularly regarding who the key influencers and fashion icons were and how to approach them. Additionally, they were concerned about navigating the cultural nuances of managing Japanese influencers and fashion professionals.
Objectives
Oji Digital was tasked with:
Increasing brand awareness in Japan.
Securing the participation of high-profile fashion and beauty influencers for the app launch event.
Ensuring a successful and culturally appropriate launch that would attract many Japanese users to the platform.
Strategies & Tactics
Influencer Casting: We used our extensive network of influencers, models, and celebrities in Japan to curate a list of suitable collaborators for the event. Influencers were selected based on their relevance to the fashion and beauty industries, as well as their audience size and engagement rates.
Negotiation and Coordination: We handled all negotiations, including pricing and terms, ensuring that everything aligned with the client’s goals and expectations.
Event Support: In addition to managing influencer participation, we also helped coordinate the models for the fashion show portion of the event and ensured everything ran smoothly with on-site support from our team.
Tools & Platforms
Platform: Our own network of long-standing relationships with key fashion influencers and models in Japan.
Coordination: Our deep understanding of Japanese cultural and business practices was instrumental in making the event a success.
Results
Successful Launch: The app launched successfully with a significant number of new users signing up on the night of the event.
High Engagement: Influencers’ posts garnered hundreds of thousands of impressions, with high engagement rates and likes, contributing to the app’s visibility.
Positive Client Feedback: The client was thrilled with the results, noting the quality of the influencers selected and the smooth execution of the event.
Client Feedback
The client was highly satisfied with Oji Digital's support, stating:
"The selection of influencers was great, but the guidance throughout the whole process, from the selection of the celebrities to the negotiations, was amazing. Thanks to you, the event was a huge success!"
Key Takeaways
Influencer Selection is Key: Success in Japan’s fashion industry requires a deep understanding of the most relevant and popular influencers.
Step-by-Step Guidance: Providing comprehensive support and answering the client’s questions throughout the process helped alleviate their concerns and led to a successful event.
Conclusion
This project showcases Oji Digital’s ability to leverage influencer relationships and cultural expertise to help foreign brands successfully launch in Japan. By guiding the client through each step and ensuring the event resonated with the Japanese market, we were able to generate significant buzz and engagement for the app launch.
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