Yokohama | TAMKO

Yokohama

REQUEST

Increase international awareness of Yokohama city through Instagram and offline events.

SERVICES

  • Account strategy
  • Ad optimization
  • Social community management
  • Influencer marketing
  • Offline events

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. We planned a strategy for them that would get more people to know about the city. Prioritizing communication and engagement with people overseas, we posted daily in native English, with the majority of posts being created by people who have experienced the city for themselves.

We also wanted to activate the local community to get them enthusiastic about helping us show off the best in Yokohama, so we communicated with and engaged users in both English and Japanese. In addition to sharing user-generated content, we created original photos and videos, promoted a branded hashtag, optimized advertising in several different languages and strategically targeted countries, launched a website, and engaged people offline through events we planned in Singapore (as an official Singapore Biennale Parallel Event) and Hong Kong while collaborating with their tourism boards and local influencers.

RESULTS

We grew Yokohama city’s account to more than 17,000 followers in the first year, making it the biggest global Instagram account out of any city in Japan. We got the community active as well, achieving an above industry-average 9% engagement rate and more than 17,000 posts using the branded hashtag that we created during the same time period.

Our events also led to increased awareness with our Singapore Biennale Parallel Event drawing 3,000 visitors leading to 700 more followers, and our Hong Kong event getting 3,600 guests and 850 more followers. At our Hong Kong event, local influencers helped get Yokohama’s brand to reach around 150,000 additional Instagram users.

CONTACT

Regarding our personal infomation policy

please agree to the following.*

TAM Inc., (hereafter referred to as 'The Company'), a company which builds websites with the corporate vision of 'client corporation web strategy partner', recognizes the importance of the personal information, including client information, that it is privy to, believes that it is socially obligated to handle it in a thorough and proper manner.
Therefore, with the privacy policy established below, all employees are united in building and continuously improving the personal information protection management system.

  1. Collection and Use of Personal Information

    When the Company collects personal information, it shall only be done so showing clearly what it will be used for, with the consent of the individual, and in an appropriate manner.
    In addition, personal information will only be used in the manner as described, and there are rules and regulations preventing its use for other purposes.

  2. Employee Training for the Protection of Personal Information

    All employees of the Company, including its officers, regular employees, contract employees and part-time employees shall undergo training for a minimum of one year to enable them to properly manage and protect personal information during day to day operations.

  3. Installation of Personal Information Managers

    The Company has installed personal information managers and a system for the appropriate management of personal information in-house.

  4. Disclosure of Collected Personal Information to Third Parties

    The personal information collected by the Company shall not be disclosed or provided to third parties except under the following circumstances.

    • With the permission of the individual
    • For the purpose of activities such as information processing, the Company may deposit personal information with subcontractors as is deemed necessary.
    • (In this circumstance, the subcontractor shall thoroughly protect the personal information involved)
    • When required to by law
    • When necessary to protect vital interests such as public property, health or life
    • Security

    In order to prevent unauthorized access to personal information, thorough measures shall be taken to prevent the destruction, loss or falsification, while allowing appropriate and necessary corrections to personal information, and the personal information management system shall be continuously improved.

  5. Compliance with Laws and Regulations

    The Company shall comply with the laws and guidelines set by the country with respect to the handling of personal information.

  6. Inquiries

    If the Company receives a request from the individual to disclose or correct their own personal information, or an enquiry regarding the privacy policy or personal information, or a complaint or consultation, they shall be handled in an appropriate manner by the [Personal Information Consultation Window] listed below.

  7. Review of the Personal Information Protection Management System

    The Personal Information Management System and the Privacy Policy shall be reviewed at least once per year in order to continually improve the handling and management of individual personal information.

[Personal Information Consultation Window]

TAM Inc., Personal Information Consultation

tel: +81 (6) 6311-7755

e-mail: info@tam-tam.co.jp

Date of Enactment: February 1st, 2007

Last Revised: November 1st, 2007

TAM Inc.

CEO: Shinji Tamehiro

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