Otsuka Pharmaceutical Co., Ltd.
UL・OS “Sauna Initiative”
- 活動期間：
- From March 2025
Leveraging the expertise we have built in the sauna industry to date, SUNNY SIDE UP provided end-to-end proposals and execution for this initiative—from KOL casting and coordination with each sauna facility to producing in-facility decorative materials. We collaborated with six well-known sauna facilities nationwide, creating opportunities for approximately 10,000 people to experience “skincare with UL・OS after sauna use.”
背景
● A challenge in the previously unexplored sauna industry for the brand
As this was the first sauna initiative as a brand project, there were almost no existing relationships with the sauna industry (facilities or KOLs).
施策
アイデア
● Gaining trust from facilities and users through KOL casting and content creation
Given the industry’s strict rules, we proposed casting KOLs with deep expertise in the sauna industry. In addition, to help audiences better understand the relationship between saunas and skincare, we proposed casting a medical professional sauna enthusiast as an additional KOL and executed a two-person talk session. The content was displayed within each facility, creating a mechanism to communicate the importance of skincare after sauna use.
成果
● Approximately 10,000 people experienced skincare with UL・OS after sauna use!
By implementing the initiative across six facilities, we successfully created opportunities for many people to experience skincare with UL・OS after sauna use. We also received requests from each sauna facility such as "Please do this again!", making it a highly satisfactory initiative for the facilities as well.
