Kirin Company, Ltd
Gogo no Kocha
August 4, 2015
The client initially asked TABI LABO to produce tie-in content promoting Kirin’s Gogo no Kocha limited-time pop-up store in a metropolitan area. After extensive research, we discovered the main obstacle was the demand for tea beverages decreasing during summer.
We then suggested a comprehensive promotional plan, believing that only relying on native advertising would limit access to a small percentage of consumers. Hence we created a campaign around smoothie recipes with Kirin’s Gogo no Kocha as the main ingredient, utilizing multiple formats including videos to produce and deliver buzz-worthy content.
There were three phases of the campaign:
[Recognition] We increased product recognition by placing emphasis on the pop-up store in a TABI LABO tie-in article.
[Understanding] We assigned a tea expert to write articles on reasons why readers should drink tea during the summer, facilitating a deeper understanding through content themed under the unique combination of “tea” and “summer.”
[Action] We assigned a smoothie expert to create recipes using Gogo no Kocha, encouraging readers to drink Gogo no Kocha during the summer season and showcasing them in video format.
For creative, we caught the international trend of recipe videos before they became popular in Japan, then tying it to the smoothie trend in Japan for our Gogo no Kocha promotion. The video not only garnered 300,000 organic views, but the promotion also succeeded in increasing purchase intent by 40 percent, inspiring millennials to try the recipe, and therefore buy the product.
Furthermore, the smoothie recipe video was used by Kirin as owned media content, and its popularity led to the creation of a pop-up smoothie stand the following year.
BRAND STUDIO role
Promotional planning/video direction/tie-up articles/assigning influencers/recipe making
Social media video
Ready in 5 minutes! Refreshing peach and tea smoothie
5-minute pineapple smoothie to beat the summer heat
We mixed this frozen ingredient in our milk tea and it was delicious
Salted watermelon smoothie is the ultimate summer drink
This photogenic tropical smoothie will make home feel like a resort
A dessert-worthy chocolate banana smoothie that tastes like homemade parfait
TABI LABO site
Kirin Gogo no Kocha brand site