Yifang
Optimizing Instagram and in-store communications for their first opening in Japan
CHALLENGE
Help a premium tea chain successfully launch their first Japan shop location.
SOLUTION
Yifang Taiwan Fruit Tea is a premium tea shop with over 200 locations throughout Taiwan and mainland China. They had plans to launch their first-ever Japan store in Tokyo.
They knew that Japan was a market where they need to properly localize in order to properly communicate and gain the trust of Japanese consumers.
We helped them with research the Japan market, identify local consumer targets, and define their positioning. A communications strategy was created with the digital portion focused on Instagram.
During their pre-launch and soft-opening, we conducted photoshoots of their new location, their brand ambassadors, staff and influencer event.
Beyond creating original digital content, we designed in-store menus and marketing materials, seamlessly connecting their online and offline brand experience. This helped build strong relationships with fans and set the stage for their success in Japan.
RESULTS
With no advertising budget, we launched their Japanese Instagram account and grew it to 1,800 followers within the first 3 months off of purely organic strategies. We maintained active engagement, achieving a 19.97% engagement rate during this time, almost triple the industry average. YiFang has since expanded to more locations in Japan.
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