The Campaign

We created a present for wives to give their husbands, named “The Most Loving Instruction Manual”, that is booklet in instruction manual form about women’s mechanism of heart and body different from men, their monthly rhythm, the knowledge necessary for pregnancy, for men to understand about fertility treatment. With the help of psychologists, specialists and women in the workforce, we express the things difficult for the woman to tell directly to the partner in everyday life with simple words and illustrations as easily as possible.

Creative Execution

We delivered these kits to four real married couples who are working on fertility treatment, not actors, in Married Couple’s Day in Japan. We then shot a documentary style film with four women and their husbands. The film was created to be a tool that people could use to raise awareness. After all, it’s easier sharing a film than to start a debate on your own, especially with this taboo subject matter. We launched this movie on Youtube in International Mother’s Day. And supporting the launch was Japanese and international influencers who shared the film and helped spread the word on blogs, Twitter and Facebook.

The film was created to be a tool that people could use to raise awareness. After we released this movie, we received much response from home and abroad. A lot of voices were gathered from those who saw the movie, such as "I wanted to cherish the partner again," "I had spilled my eyes unintentionally." Also, many politicians and celebrities announced supportive comments for our project in SNS. So far, this project has been featured in everything from Japanese big TV channel to Ad Age, Coloribus, Ads of the World.

In this campaign the Branded Content strategy was truly integrated from the beginning. Utilizing our insights of how the Japan audience works we tailor-made a strategy that was designed to gain great traction on social media, both in Japan and other countries. The goal was to drive engagement and start a big debate. The fact that the film was shown about in over 50 countries and that especially a lot of medium in USA introduce this Japanese film, who didn’t know “Ninkatsu”, clearly show that we succeeded.

The strategy was formed together with the creative idea. Using our knowledge of the Japanese audience, we utilized influencers to spread our message. In Japan, many people don’t view branded content unless it comes from a trusted circle. To drive engagement and create momentum, we delivered these kits to some real married couples who are working on fertility treatment, not actors, Married Couple’s Day in Japan.