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.