Otsuka Pharmaceutical Co., Ltd.
Taking “totonou” one step further: UL・OS “Sauna Initiative”
- 活動期間：
- From March 2025
This project was an additional order placed on short notice after the client highly evaluated the results of a previous project (the matching app “with” sauna initiative). Leveraging the expertise we have built to date, SUNNY SIDE UP provided end-to-end proposals and execution—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.” Client satisfaction with this initiative was high, and implementation in 2026 has also been confirmed.
背景
● Launching the project from a position of zero trust within the sauna industry
As this was their first sauna initiative, this project was awarded despite having no existing relationships with the sauna industry (facilities or KOLs), with only the project execution decided at the time of order receipt.
施策
アイデア
● Gaining trust across stakeholders through KOL casting
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 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 sauna facilities such as “Please do this again!”, making it a highly satisfactory initiative for the facilities as well. Based on these results, client satisfaction was extremely high, and implementation of the initiative in 2026 has also been decided.
