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