Jimmy Choo Japan Social Strategy 2019
The Challenge
Jimmy Choo is recognised but still not “well known” or “understood” in Japan. Commonly mistaken brand heritage, highly associated with specific products and personas, and not relatable to the local consumer needs or aspirations.
Our work aimed to refresh the brand upon its new monogram collection launch and tweak the global brand to appeal to local consumers in Japan, using a comprehensive and consistent social strategy.
Breaking Down the Challenge
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Brand Strategy
Develop a holistic strategy including clear market positioning, consumer insights and unique messaging tailored to the Japan market.
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Community Building
Engage consumers with a consistent and authentic brand tone, leveraging the unique strengths and opportunities of each platform - LINE, FB, TW and IG.
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Social Planning
Develop clear platforms, roles and content pillars with relevant, timely content that drives engagement, acquisition and conversion.
Brand Strategy
Competitive Audit example slide: quantitative comparison for LINE and Twitter
Competitive Audit
My research included a detailed snapshot of the social landscape in Japan for luxury brands. The full work included case study examples from brand posts, campaigns and use of social for brand and product promotion.
Social Listening example slide
Social Listening
Using Netbase, my team ran a comprehensive social listening scan uncovered trends, leading hashtags, most successful posts, sentiment, mentions, leading fans and notable UGC content
User Insights example slide
User Insights
Capturing important user posts, my team identified which brand topics users engage with the most, how to they communicate with the brand and which elements from the brand resonate with the local consumer.
Market Positioning Example Slide
Market Positioning
Using variables like exclusivity, relevancy and user posts my team created a positioning for leading brands in the market attempting to find the white space for Jimmy Choo to own.
Local Messaging Strategy
Using the global messaging framework from Jimmy Choo, we created a localized messaging strategy that will inform our social content strategy.
Community Building & Social Planning
Platforms Role and Objective Setting
Relying on both global and local channels my team created a new social ecosystem for the Jimmy Choo Brand in Japan.
Content Pillars and Content Distribution
Based on social users’ insights and social listening, we created four content pillars for the JC brand in Japan including the right proportion for the usage of global vs. local assets.
Editorial Calendars
We created an annual editorial calendar and a monthly posting plan for each platform, following the content pillars and distribution.
Brand Launch Video
Hikari Mori, a popular local influencer and top Japanese model was chosen to represent the new JC collection in a video, an event and a photoshoot.
