Background:
Okamoto Industries Inc. was established in 1934 and is one of the famous condom manufacturers in the world. The headquarters are situated in Tokyo, Japan. Due to continuous growth, Okamoto has set-up subsidiaries in Hong Kong, China, USA, Thailand, and Vietnam in order to penetrate into the Asian and North American markets.
Prior to approaching YouFind, Okamoto Hong Kong lacked the social media marketing talents, and their Facebook page was not performing as well they hoped for. They need a more defined Facebook brand positioning and content strategy to better represent the Okamoto brand and reach their target audience of young male. They also want to further emphasize their ‘Made in Japan’ brand identity.
Objectives:
- Defined Okamoto Facebook strategy that represents the Okamoto brand identity and is able to reach the young male target market
- Rejuvenate the Okamoto brand to emphasis their ‘Made in Japan’ brand identity
Our strategy:
Meetings with the Okamoto team were first conducted to understand the background of this project and requirements. Once the brief was clear, we carried out a number of brand, competitor & industry audits to understand Okamoto’s brand positioning, demand, and potential in comparison to their competitors on Facebook. These checks also covered previous posts made by Okamoto and its competitors, to see which has worked well, and which has not.
Once we understood the baseline performance of Okamoto’s Facebook page, a number of creative brainstorm sessions were set up to ideate on how to expand Okamoto’s brand exposure on Facebook, bring out their brand identity of ‘Made in Japan’, and successfully engage with their target audience. We decided that we need Japanese style visuals and a more interactive Facebook setup to help Okamoto to stand out from its competitors.
We then developed 4 content pillars including #恋事応援團, #恋事解禁, #素人投稿, #岡本感謝祭, which helped to provide a clear direction for our content runway.
Content and visual creation were underway. We created a new Facebook banner photo and posts with the emphasis on ‘Made in Japan’. Ideas for these new contents originated from various Japanese culture elements, such as animations.
To reach our young male audience, we created relevant posts related to life in the university hall.
Okamoto also want their Facebook page to provide value to their fans. On this front, we created educational content on the topic of safe sex, which successfully increased engagement with our Fans.
