Omotesando Hills
Digital communications consulting for a leading Tokyo commercial complex
CHALLENGE
Guide Omotesando Hills in implementing more targeted, modern digital communications.
SOLUTION
Omotesando Hills is known as the centerpiece of the Omotesando area, one of Japan’s most trendy and fashionable neighborhoods.
The shopping complex by Mori Building, designed by renowned architect Tadao Ando, desired evolving their communications approach to better match their modern brand.
Mainly relying on mass communication tactics, they decided to work with us to find an effective and sustainable approach. We worked together to identify specific customer profiles, designed a data-driven ad distribution plan, and implemented a range of specific measures.
We designed an advertising distribution structure that began from social media data and insights
Considering their brand and target, we utilized Facebook and Instagram as central starting points, and built out an entire communication structure and flow designed to begin accumulating user data that can be used to optimize future promotional campaigns.
In addition to measuring impact, we made it possible to deliver event information as well as fine-tune creatives according to specific target interests and behaviors.
Our consultation work and collaborative redesign of previous siloed digital ad efforts enabled Omotesando Hills to transition to a more cohesive communications approach. This has gotten them off on the right foot, looking ahead to building a better relationship with their customers and fans.
RESULTS
Our early work in optimizing Omotesando Hills’ advertising and communication has seen an overall +58% growth in response from their target audiences, and increased connection on Instagram with over 160k posts utilizing their branded hashtag.
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