The success of the tour, a joint effort between Ezaki Glico and Top Japan, helped Pejoy accelerate conversion and monetization during Super Brand Day event on Tmall.com.
Top Japan-Glico Craftsmanship Tour
On April 9, 2019, several leading Chinese fashion bloggers returned to Japanfor a Craftsmanship Tour-themed campaign as part of Season Two of Top Japan. This comes soon after their first luxury journey to Boutique Cartier in Ginza marking the debut of the program jointly created by Chinese multi-channel network (MCN) platform Boluomi and Japan-based TOHOKI. The Craftsmanship Tour campaign furthers the appeal of Japan among young Chinese consumers by capitalizing on the effect generated by online sensations while creating more exciting scenario experiences with the aim of exploring new opportunities in a fan-driven economy.
During the Craftsmanship Tour-themed campaign, Chinese bloggers visited Japan’s century-old sake maker Umenoyado Brewery, a street in Yamatokoriyama lined with shops purveying goldfish, and Harukas, the tallest building in the country, in order to get a closer look at the Japanese culture of craftsmanship, a legacy that has been handed down through the generations.
The latest trip to Japan is sponsored by Ezaki Glico. With the unique model developed by the Chinese MCN platform in combination combining online sensations, scenario experiences and flash sales, the online campaign will help Chinese consumers acquire a taste for Glico’s products and facilitate Glico Pejoy’s “Blooming in Spring and Summer, 100% Pejoy”- themed Super Brand Day event on Tmall.com, as well as boosting the presale of Pejoy’s new flowers and fruit collection.
The latest Top Japan gave Chinese consumers an opportunity to take a journey through the world of Japanese craftsmanship, from getting close up and personal with Glico’s latest limited collection of sakura-themed products at Ezaki Glico Memorial Hall and its Osaka flagship store, telling the story behind the origins of the Glico running man, to visiting Glico’s production and entertainment facilities with the aim of showing the brand’s craftsmanship and century-old heritage.
The success of Season Two of Top Japan confirmed Boluomi’s belief that the innovative live international online campaign featuring Chinese key online opinion leaders (KOLs) will create more value in this new era during which shopping has vastly shifted from offline to online. On April 24th, we will be waiting for you at the Pejoy-Glico Tmall flagship store!
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