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.

Approach

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.

@mr_yabatan experiences Yokohama during a campaign
@ronmonroe_official experiences Yokohama during a campaign

@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.

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.

@jinmansan in Yokohama
@yukimaeda0117 in Yokohama

@jinmansan

@yukimaeda0117

Alongside offline exhibitions, special livestreams, and an ambassador program, Yokohama City continues to expand its awareness, spark interest, and strengthen connections.

@heratlas in Yokohama
@bassetts.bouken in Yokohama

@her.atlas

@bassetts.bouken

@kohki is featured on Yokohama's Instagram
@ju_ri1 is featured on Yokohama's Instagram

@kohki

@ju_ri1

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