Yokohama City
Online to offline community - International pop-up events
CHALLENGE
Integrated with their Instagram, increase awareness and interest in Yokohama City through offline events in key markets Singapore and Hong Kong, as well energize the hometown of Yokohama.
SOLUTION
Yokohama City, Japan’s second largest, entrusted us with launching their Instagram account. They also wanted to connect offline as well, and chose Singapore and Hong Kong as their international targets.
We put together a traveling, Instagram-centric exhibition, Find you through me, find me through you. The exhibition invited guests searching for something to #InspireMySoul, and challenged them to look beyond borders and find commonalities as a spark to an exploration of our global society.
Local photographer influencers from each location worked to capture their perspectives based on set themes, and their photos were put on display at the exhibitions along with interactive digital art.
In Singapore, our exhibition was accepted into the Singapore Biennale as a Parallel Event, and exhibited at Capitol Plaza. In Hong Kong, it was timed to be held around the same time as Art Basel, and was exhibited at PMQ.
We also coordinated with the Singapore Tourism Board and the Hong Kong Tourism Board to help grow awareness of the exhibition by having them post on their Instagram accounts.
At the Hong Kong exhibition we held an opening party, and invited influencers and micro-influencers to help spread the word.
The Yokohama exhibition was held at Zou-no-hana Terrace, and some of the city’s Instagram ambassadors helped grow local enthusiasm for their hometown.
RESULTS
Our exhibition led to increased awareness of Yokohama City. Our Singapore Biennale Parallel Event drew 3,000 guests, with 700 of them opting to follow Yokohama’s Instagram account.
Our Hong Kong exhibition received 3,600 guests, with 850 of them choosing to follow.
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