Yokohama City
Helping one of Japan’s largest cities be a pioneer on Instagram
CHALLENGE
To increase awareness and interest in Yokohama City in Japan and abroad through creating and operating a Japanese and English Instagram account.
SOLUTION
With the aim of increasing its recognition and boosting its brand image around the world, Yokohama City decided to focus on a popular gathering place: Instagram.
Our strategy focused on empowering the best people possible to spread positive word-of-mouth of the city - those who live in Yokohama or have been there. We decided to harness their unique experiences and perspectives to encourage others to “find their Yokohama”.
We utilized a combination of user-generated content as well as created original content, and promoted the use of their branded hashtag, #MyYokohama. Posts were done on a daily basis to connect with people inside and outside of Japan.
To amplify Yokohama’s reach, we collaborated with influencers both from Japan and overseas to experience the city’s offerings and share them with their audience.
@her.atlas
@bassetts.bouken
@ronmonroe_official
@mr_yabatan
Yokohama, especially the Minato Mirai area, is a highly photogenic city with diverse scenery. As the Instagram account began attracting photographers and creators, we capitalized on this by launching the "Creator’s View" series, collaborating with some of them to showcase both the city and their unique perspectives.
@jinmansan
@yukimaeda0117
@kohki
@ju_ri1
To further introduce the city’s charm, we created the “My Favorite Yokohama” series of videos featuring recognizable faces in Japan who have an emotional connection with Yokohama. These videos followed them to locations in the city that were meaningful to them where they shared their memories, personal experiences and routines.
Alongside offline exhibitions, special livestreams, and an ambassador program, Yokohama City continues to expand its awareness, spark interest, and strengthen connections.
RESULTS
Managing the account in native-level Japanese and English, we grew Yokohama City’s account to more than 135,000 followers, becoming one of the largest municipal Instagram accounts in Japan and setting a standard that other municipalities aimed to replicate. There are more than 265,000 posts that have now utilized the branded hashtag, and the account reaches almost 1 million people every month.
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