The Campaign

Shiseido opened a special popup store using "YAOYA", Japanese Traditional vegetable store as a motif. We created a special place that genuinely appeal the greatness of the brand with no fancy digital effect.

Execution

In order to promote the WASO brand, we opened a special popup shop using "YAOYA" , Japanese traditional vegetable shop as a motif. Millennials are fond of Japanese culture and respect tradition. Also, millennials love natural lifestyle, paying attention to ingredients of what they eat and wear. Focusing on what is trending with millennials, Shiseido developed WASO brand items using five natural and traditional ingredients. By displaying WASO brand items with various vegetables. Visitors became familiar with the WASO brand by seeing, touching, and tasting the display.

The unique approach of the campaign attracted visitors and became a hot topic on various media, both traditional and online, achieving effective reach 957% of initial target. The popup shop was a photogenic space giving modern touch to Japanese tradition. The shop and products successfully gained interests of the millennials. Visitor Number was 257% of initial targets. Plus, 98% of visitors showed interest or intention to try the product.

The Situation

We succeeded in striking a chord with millennials, our future royal customers, and gained their interests in WASO brand and intention to try the product. Our strategy was to provide with them a unique PR experience compared to conventional promotions based on their characteristics - they are fond of Japanese culture, respect tradition and love natural lifestyle.

The Strategy

Millennials are known to have less contact with mass media compared to other generations. We planned unexpected and photogenic approach to encourage millennials share their experience on internet based on their characteristics - they are fond of Japanese culture, respect tradition and love natural lifestyle.