Background

The client of this project is "twin actresses". There are tens of thousands of young people in Japan who want to be celebrities. Therefore, a big idea was needed to make the unknown twin actresses famous, for giving them a lot of work. There was no media budget. In other words, the project had to be successful only with the EARNED approach.

Describe the creative idea

The idea is "Green Screen Actresses". Unknown twin actresses, MIKA+RIKA, gave up their portrait rights, and carried around a green screen. Any companies or pedestrians are free to take pictures of them, and free to use those pictures in their own media or advertising. In other words, they can gain a lot of recognition by relinquishing portrait rights.

Describe the strategy

We’ve set target to small and medium enterprises, which account for 99.7% of Japanese companies. They don't have enough budget to spend on celebrities for advertising or their own media. It means that their marketing and PR approaches were limited. They inevitably used free ad material (Free Stock Photo Service), however, it was hard to find the right images one comfortably. We thought that if they could get the material for free, they would be happy to use it in advertising and their own media.

Describe the execution

They carried around a green screen on daily activities. By walking around the streets of Tokyo or Shibuya with a green screen, creating a chance for pedestrians to take pictures freely. We have also implemented the "Company Visiting Photo Session" as a way for companies seeking customized materials. Twins visited the companies offered on the website and held a photo session. Live performances were also distributed through Instagram and Twitter to meet the needs of Internet users. In addition, over 1,000 patterns of photos which are easy to use for business has been opened on a website. The downloaded material can be edited at will, and used as advertising material. These different approaches have provided the ideal material for the company's creators.

List the results

The project was highly praised by small and medium enterprises. *Over 1000 companies utilized the photos in their own media and advertising. *Free photo materials opened on website recorded 3 million downloads. *Over 300 million Earned impressions. A lot of media rush to interview twins. Some of them state, "A new way of communicating in the Digital Age by unknown actresses" or "A Breakthrough Strategy for Actress Involving Japanese Companies for Free". *Because of the fame newly gained from this project, MIKA+RIKA have received a number of paid model offers from major Japanese companies and public institutions. (20 or more) This is a Cinderella story where unknown actresses realized their dream by solving the problems of many companies.