Creative Execution

The social bridge that linked branded content and sales had to be: Instagrammable Photogenic and shareable content on Instagram made Valentine’s day essential to leverage special AMO boxes to show appreciation, maximising Japan’s gift giving custom. From one influencer to another, they passed the box “baton” to each other and commenting followers. Not too far, but not too close To drive aspirational value yet remain relatable enough for followers, four girl-next-door influencers were selected to meet the criteria and keeping our feet on the ground. Pull social towards sales From consideration to transaction, content featured special discount keywords redeemable on LINE turning interest into a path to purchase via the AMO’S Style social channels. Top influencer Yukos broadcasted via Instagram’s Live from a store, interacted with followers online, asked questions to staff while introducing products. This organic dialogue drove great engagement among Japanese women while refreshing AMO’S Style's brand perception.

In just two months, with four influencers, this was the most successful Instagram-based campaign for AMO’S Style in Japan. It refreshed AMO’S Style perception as a choice for today’s style-conscious women. Participants exceeded over 55K during the Instagram Live broadcast producing a generous 1.8% improvement in AMO’S Style engagement rate on Instagram. 30% of viewers downloaded the LINE coupons during the broadcast, creating a powerful contribution to sales and organic change of the brand’s perception, as evidenced by a whopping 20% growth in the number of AMO’S Style Instagram followers as a result of the campaign. The campaign led the brand to reassess its marketing strategy by providing inspiration and alignment for all other communication channels. Not only we drove sales, we rekindled our relationship with customers like old friends.

The campaign focused on 25 to 30-year-old women using Instagram as the campaign’s core communication channel and tailoring its messaging and imagery to inspire followers with the new AMO’S Style lifestyle brand appeal. The communication was thoughtfully crafted to reduce friction and make the conversation around underwear between Japanese women more accessible. This was accomplished through content with imagery and messaging using relatable influencers that was not only fashionable, but also stylish, and easy to share. We needed to go beyond a one-time show on Instagram, so we built momentum and engagement that built a connection between branded content and sales transactions through a social bridge that was measurable and directly connected to sales. We called this the AMO’S Style Friendship Baton.