The Campaign

ANA wanted to create an original video series to engage target audiences, using the universal language of food to bring snapshots of Japanese people, places and culture to life. The series, Ichigo Ichie (“One Opportunity, One Encounter”), was an 8-part digital video series – 7 sponsored editorial videos produced by Great Big Story (GBS), and 1 branded piece by CNN International Commercial’s (CNNIC) branded content studio Create, placing ANA at the centre the story. “Ichigo Ichie” showcases unique stories about real-life people. Each takes a different focus, busting stereotypes and misconceptions, inspiring travellers to experience Japanese culture and food themselves. One, “A Spirited Journey to Kyoto’s Most Isolated Restaurant”, featured influencer Andrea Soranidis visiting the restaurant, with ANA starting her Japan experience from the moment she boarded the plane. Showing her experience helped reach target audiences and showcased the experience travellers can have with ANA.

Creative Execution

Using CNN’s proprietary audience targeting capabilities, social insight tools and native distribution, we data-targeted specific audiences with relevant headlines in premium native placements across CNN websites. Native video was also re-purposed as a native highlight to air on the CNN International’s EMEA TV feed. CNN International aired a special ‘Ichigo Ichie’ sponsored programme, branded vignettes, and ANA TV commercial. This extended the reach to more than 320 million households and hotel rooms where CNN International is distributed. The 8 videos were also distributed via the GBS app, website and newsletter, and across its Facebook, YouTube, Instagram and Twitter channels, reaching over 10 million multi-platform followers. The videos were distributed over the course of the campaign (03/10/2016 - 31/03/2017). Our PR team targeted key publications in the target markets to further increase overall campaign reach.

We believed quality content would deliver results and it did: -22.4 million video views worldwide (KPI 1.6M) Fulfilling objectives, campaign over-performed in target markets with 10.9 million views. Views per market: -UK: 3.9M -France: 3.7M -Germany: 1.8M -Belgium: 1.5M -8.5M video views to :30s -42% views continued to completion -845K total engagements -93% video comments positive 288+ press pick-ups, including Thrillist.com, Eater.com, Digg.com, Digiday, Bento.de (Germany), BuzzBooklet (Taiwan), ClubSandwich (France), target market pickups fulfilled awareness objectives Campaign met objective of raising awareness and driving interest in travelling to Japan with ANA. From post-campaign survey: -3/4 of recallers more likely to consider ANA after campaign -80% wanted to find out more Fulfilling objective of increasing ANA bookings, between 01/10/2016 - 31/03/2017, ANA brand keyword search contributed 64% (+33% vs LY) of total purchase via search engine, a strong indication of increased ANA brand awareness in the digital environment due to campaign.

We implemented a 4-stage targeting strategy: 1. Determine target audience and countries 2. Utilize 1st party data to reach GBS viewers and followers, travel audience, CNN website visitors, those who engaged with, read, watched Japan-related content 3. Employ language targeting of native language speakers to reach people visiting relatives or home country 4. Retarget ANA video watchers with new ANA videos as released ANA’s target audience was identified as business travellers A35-60, and leisure travellers (HNWIs, holidaymakers, Japan aficionados and ‘escapists’), particularly from UK, Germany, France, Belgium – audience types likely already planning to travel to Japan or curious and willing to go. Content was distributed across channels – ANA could reach desired audience via CNN International TV and digital channels, plus reach a ‘Japan curious’ young and intelligent audience via Great Big Story platforms, therefore maximising reach.