BAT Japan was able to excel in a regulated industry with NeoReach's expertise for glo.
Working Around Restrictions
British American Tobacco Japan (BATJ) is a tobacco company that operates across the globe. Promoting nicotine products is incredibly difficult due to the presence of strict regulations. Therefore, in hopes of advertising their Glo vape products in Japan, BATJ contacted NeoReach for help utilizing influencer marketing as a means to reach consumers in a regulated industry.
BATJ’s main campaign goal was to increase brand awareness in Japan. Because of the tight restrictions on the tobacco industry, brands must jump through more hoops in order to reach their target audience. In their campaign, BATJ wanted to target upbeat and trendy Japanese progressives around 25-35 years old. In order to increase brand awareness among this audience, NeoReach strategized to activate relevant influencers, utilize indirect endorsement practices, and create commercial-grade content for the brand distribution.
In order to reach their intended audience, BATJ needed to cater towards the sort of creators that audience would follow. The influencer cast consisted of nine active, trendy creatives, including artists, DJs, surfers, rappers, performers, etc.
This campaign was unique because it did not require creators to create sponsored content for their own social channels. Instead, creators made content only for BATJ digital properties. While they were able to post behind the scenes footage from the set of production, they could not directly endorse their Glo products on their stories. This allowed creators to direct their audience to BATJ to watch the content without endorsing the product on their own social channels.
The content that was created for this campaign was extremely impressive. Each video promoted the Glo product by following a unique storyline for each creator. The production was commercial-grade, complete with full sets, crews, and teams overseeing the process – and the results were amazing!
150K followers on Instagram: Windsurfer
13.6K followers on Instagram: Brand Designer & Owner
JP THE WAVY
240K followers on Instagram: Rapper
10.3K followers on Instagram: DJ
The results are in…
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