THE FRUS-TWEET BURNER

TitleTHE FRUS-TWEET BURNER
BrandKIRIN BREWERY COMPANY
Product / ServiceNODOGOSHI ALL LIGHT
CategoryA05. Use of User Generated Content
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production D2C Tokyo, JAPAN
Production 2 SONICJAM Tokyo, JAPAN
Media DENTSU INC. Tokyo, JAPAN
PR DENTSU INC. Tokyo, JAPAN
PR 2 DENTSU PUBLIC RELATIONS Tokyo, JAPAN
Production 3 PICT Tokyo, JAPAN

Credits

Name Company Position
Masaharu Kurosu DENTSU INC. Creative Director
Kei Onodera SONICJAM Director
Yosuke Shimada SONICJAM Director
Miyuki Kimura SONICJAM Designer
Yuji Kunii SONICJAM Designer
Haruka Ide Freelance Designer
Daiki Akimoto SONICJAM Front-End Engineer
Masahiko Furukata Freelance Front-End Engineer
Soichiro Moriyama TWB Back-End Engineer
Wataru Takashima DENTSU INC. Executive Creative Directer
Takuma Shinomiya DENTSU INC. PR
Taichi Nishimura DENTSU INC. PR
Yukari Mori DENTSU INC. Copywriter
Marina Kobayashi DENTSU INC. PR
Kaori Suzuki DENTSU INC. Agency Producer
Ryoichi Shimoyama DENTSU PUBLIC RELATIONS INC. PR
Tomoko Matsumoto DENTSU INC. Creative Directer
Yosuke Shitara D2C Solutions Producer
Taro Sugawara D2C Solutions Producer
Shinya Inagawa Pict inc. Producer

The Campaign

We created special hashtags; #FrustratedGirl and #TweetBurner, for women to use when they tweet their frustrations. In Japanese, both “frustration” and “to burn” is pronounced as “MOYA”. When users tweet using the hashtags, the tweet starts to burn. After the tweet burns down, the random letters that are left unburnt, gets together to form a positive message. We prepared numerous variations for the positive message that is formed at the end, so that users will feel motivated to tweet again. The unique and personalized aspect of our system, successfully entertained and engaged our target audience. This is the first system ever on twitter that refreshes frustration.

Creative Execution

We launched this service on 8th June 2016. We issued the PR release about this campaign, and used twitter ads effectively, including a “promoted trend” hashtag. Many people, including individual influencers and official accounts of other companies, participated in this unique twitter campaign. In addition, we analyzed data of women’s frustration and released this on PR.

More than 25000tweets were tweeted. Many articles appeared on web and on TV, about the campaign and its unique hashtag. The hashtag #FrustratedGirl, soon began to be commonly used by women in Japan.

We created the new cheerful content that the people on twitter can easily try, be surprised with, and would want to repeat again and again.

In Japan, Twitter is the most popular social media amongst young women. Because people remain anonymous on twitter, women often use it as a place to unveil their true thoughts. #FrustratedGirl is useful hashtag for women, to speak out their frustrations and share them with others.

Links

Social Media URL