Unilever Japan Customer Marketing K.K.
Hair care brand “LUX” PR, official Instagram management, and influencer management
- 業種：
- 活動期間：
- February 2018 – Ongoing
Overview
“LUX,” a pioneer in hair and body care brands that first landed in the Japanese hair care market in 1989 and introduced the concept of beauty care to Japan at that time. It has been the No. 1 selling brand in the Japanese hair care market for five consecutive years*. In 2020, LUX, which will be in its 31st year since its arrival in Japan, is supporting the design and execution of communication strategies in the PR and promotion areas to further evolve the brand.
*INTAGE SRI Shampoo/Conditioner Market October 2014 – December 2019 Value Share
Activities
1. Expanding exposure mainly through digital media. We implemented media approaches using extensive media relations, proposed approach plans tailored to the times, and conducted media caravans to key media outlets. We have increased the amount of coverage in digital news that F1 layers are most exposed to.
2. Timely dissemination of brand information from the official Instagram account. We consistently manage the official Instagram account, from creating投稿visuals that match the seasonal feel and brand tone, to developing captions and hashtags, to posting and reporting. In addition, we increased the number of followers by also posting stories.
3.Promoting brand understanding through regular posts by official influencers. From proposing posting plans to posting and reporting, we worked with official Instagram to have influencers disseminate product information, usage, and usability, thereby disseminating product information to targets other than LUX followers and promoting brand understanding.
