Content strategy

MAIKO YOSHIDA

Content Strategy

Happy Taku-nomi Campaign(Facebook)

Purpose: Increase sales Main focus: 　 -To give an opportunity to have a precious

time with friends or family -To show that Suntory is a part of users life Entertaining content


Audience: University students and working people

Season: Summer (They want to drink beer) Winter (Bounenkai season)What time: at night (university students and

working people see facebook at night)


Topic1st post: Announcing that Suntory is going to do

a new campaign in few days to grab customers’ attention


2nd post: Introducing this campaign on facebook

1. Post a photo on Suntory’s facebook page that shows people having a Taku-nomi party with Suntory beer

2. Facebook users “Like” that photo if they think it sounds fun

3. Person who gets many “Likes” can get Sunttory beer!

Example

It sounds fun!I “like this picture.”


3~4th post: Telling audience a current status

Encouraging users to “Like”!

(Reminding)


5th post: Announcing the winner

Thank You Dad Campaign(Twitter)

Purpose: Image buildingMain focus: To build an image that Suntory

cares about good relationships between fathers and sons

Entertaining content


Audience: between twenties to fortiesSeason: May and at beginning of JuneWhat time: at night


Topic1st post: Announcing that Suntory is going to do

a newcampaign in few days tograb customers’ attention


2nd post: Introducing this campaign on twitter 1. Users tweet appreciative words to their

dads with #thankyoudadsuntory 2. Suntory sends glasses to people who

participated in this campaign with their father’s name by drawing lots


3-4th post: Calling followers for participation


5th post: Announcing winners’ tweets

Marketing

Content strategy