The Campaign

The 20 to 34 age group, get their news and information in various ways. Need to create multiple digital communication platforms/channels to feed Denny’s news. Utilize casual influencers to inform Denny’s new menus to the 20 to 34 age group. “Who is recommending?” has a very large impact on the 20 to 34 age group. In this case, “influencers” are not celebrities who have mega hits songs or stars of Hollywood movies. Denny’s utilizes “casual” influencers who are more familiar with the daily life of communication targets such as YouTubers or models, because Denny’s is a place where communication targets will visit casually.

Execution

Implemented PR activities to reach the target group for the “Denny’s fuwafuwa kakigori (soft snow cone)” launched in July 2015 and the “murasakiimo dora pan (purple sweet potato red bean pancake dessert)” launched in September 2015. Utilizing casual influencers 1. YouTubers: 2. Harajuku models: Achieved the result of creating awareness among women in the target age group that Denny’s is a place that everyone can go to have fun and eat reasonably priced tasty desserts by having a “Harajuku” model, who is particularly popular with women in the target group, do a food review of the snow cone and sweet potato. 3. Instagrammers: Succeeded in creating the good taste sizzling photos using the 5 senses by having Instagrammers post photos of the purple sweet potato that convey its texture and aroma. ? PR activities: Digital media promotion to gain publicity on news sites:

? Number of customers : 110 % (versus pervious year) Last Year, Denny’s did not have PR activities, they only did special promotions and advertising inserts. As a result, we can assume that PR activities support sending customers to Denny’s restaurants. ? Media coverage:488 coverages From the major news portals such as Yahoo! News, Excite News to popular news apps such as SmartNews, Gunosy, there is 488 coverage in total. JPY299M(USD2.9M) was advertisement conversion price. ? YouTube video plays: 46,010 views The above 46,010 views was an organic number, it means there was no advertisement inserts such as true views etc. It is good number of views. ? Favorable comments on social media ? Instagram Inspiration 234,872 reaches / 11,181 Likes

The Situation

To suite digital age, utilize casual influencers to inform Denny’s new menus to the 20 to 34 age group. “Who is recommending?” has a very large impact on the 20 to 34 age group. In this case, “influencers” are not celebrities who have mega hits songs or stars of Hollywood movies. Denny’s utilizes “casual” influencers who are more familiar with the daily life of communication targets such as YouTubers or models, because Denny’s is a place where communication targets will visit casually.

The Strategy

STRATEGY The 20 to 34 age group, get their news and information in various ways. Need to create multiple digital communication platforms/channels to feed Denny’s news. Utilize casual influencers to inform Denny’s new menus to the 20 to 34 age group. “Who is recommending?” has a very large impact on the 20 to 34 age group. In this case, “influencers” are not celebrities who have mega hits songs or stars of Hollywood movies. Denny’s utilizes “casual” influencers who are more familiar with the daily life of communication targets such as YouTubers or models, because Denny’s is a place where communication targets will visit casually. Design to circulate Denny’s news to multiple digital platforms/channels include news & portal sites, social media such as Facebook, Twitter, Instagram, and YouTube.