|Title||KASANETEKU – JAPANESE GIRL'S STRATEGY|
|Brand||MEGMILK SNOW BRAND CO.,LTD.|
|Product / Service||KASANE DOLCE|
|Category||A03. Online: Fiction|
|Entrant||DENTSU INC. Tokyo, JAPAN|
|Idea Creation||DENTSU INC. Tokyo, JAPAN|
|Production||TYO TECHNICAL RANCH Tokyo, JAPAN|
|Yoshihisa Oura||DENTSU INC.||Creative Director|
|Toshihiro Seki||DENTSU INC.||Copywriter|
|Takamasa Sanjo||DENTSU INC.||Art Director|
|Yusuke Mori||DENTSU DIGITAL INC.||Creative Manager|
|Kuore Hayashi||DENTSU CREATIVE FORCE INC.||Creative Producer|
|Isamu Asahina||TYO Technical Ranch TTR-FACE||Executive Producer|
|Megumu Sato||TYO Technical Ranch TTR-FACE||Producer|
|Takafumi Yamamoto||TYO||Production Manager|
|Erika Konno||TYO Creative Center||Director|
|Masafumi Yamaoka||TYO Technical Ranch CRANK||Photographer|
|Tomohisa Yamazaki||Freelance||Lighting Director|
|Masaaki Yoshizaki||TYO Technical Ranch PPC||Mixer|
|Kazuko Kogure||Ease||Hair & Make-up|
|Hiroyuki Kawazoe||Melody Punch||Music Producer|
|Chihiro Nakamura||ARIGATO MUSIC||Singer|
|Shibuichi Abe||FAB COM MASTERS||Sound Creator|
|Ruka||Vithmic Model Agency||Model|
|Miyuki Shigeta||M.snow Productions||Impression Master|
With a rhythmic tune and a catchy dance, this work has not only successfully attracted the target audience of women aged 20 to 40 years old, but has also been well received by men with empathy and has resulted in many men copying the dance.
We executed this project in context making, music making (music and lyrics), video making, digital AD, and PR for about a month. Moreover, we also continued to spread the word through PR channels after the launch for about a month.
We have reached 4,000,000 views online. The engagement rate was relatively high, receiving 58,681 likes. There were 151 imitation videos online and we also found an additional 51 similar videos. After launching this initiative, the brand increased to 3000 subscribers and total sales increased by 120% compared to the previous year.
In just 4 minutes and 17 seconds, this work attracts people by entertaining them through the music, lyrics, and dance moves. This henceforth lead to the social phenomenon in which students and adults alike posted YouTube videos of them mimicking the dance and even singing and dancing the song at karaoke.
We have created two versions, a long and a short, of the video. The shorter version can be used as a video ad on YouTube, while the longer version can be used as PR to widely spread the information. Furthermore, in terms of PR, we have also released the original song on other media channels such as iTunes. As a result of the persistent dispatch of information, a wide range of people have begun to recognise the song.