Music, anime
Global
Music marketing, Social Media Advertising
As part of a grand 20-year anniversary for the cult-classic anime 'Samurai Champloo' - we were asked to drive awareness about an AMV (anime music video) contest, in which anime lovers could create their own music video based on all episodes of Samurai Champloo. The contest opened to both Japanese and global fans, who were excited about having their videos seen by the legendary anime director Shinichiro Watanabe. We were also asked to advise on and create Ad creatives, including localisation text and editing videos to convert more effectively across social channels (such as TikTok, YouTube, Reddit).
With a loyal but niche following, we found Samurai Champloo fans across Social Media in facebook groups and Reddit communities. We also discovered searches for 'Samurai' were tied to other samurai related TV dramas and animes - who were complementary audiences interested in discovering Samurai Champloo for the first time. Reddit was used to drive conversations about the contest, TikTok was used to build buzz and attract younger generations who had not been exposed to the anime in the past, and Youtube was used to drive contest entries. Our campaign garnered 45,000 direct clicks to the contest website (x3 of initial estimates), over 5Million impressions, and a total 134 total video contest entries.
1 Raffles Place, # 19-61 Tower 2, Singapore, 048616
〒150-0002東京都渋谷区渋谷2-19-15宮益坂ビルディング609
