Challenge

While Turtle Beach and ROCCAT enjoy strong brand recognition in North America, awareness and sales in the Japanese market remained limited—particularly during key sales periods like Black Friday and Cyber Monday. The challenge was to maximize visibility and drive sales within this crucial promotional window.

Approach

To coincide with Amazon’s Black Friday and Cyber Monday events, we partnered with popular VTuber talents from the “Nijisanji” group. Through TIERU, we handled both casting and post design tailored to the brands’ target demographic. The content emphasized an organic tone while authentically showcasing product appeal.

Additionally, the campaign included a year-long ambassador program to ensure consistent exposure beyond the sales period and to foster lasting brand recognition.

Results

Just hours after launch, influencer posts via TIERU generated over ¥10 million (approx. $70,000) in revenue. The campaign achieved exceptionally high engagement during the sales period, demonstrating the effectiveness of VTuber-led promotion.

Combined with the ongoing ambassador initiative, the effort is believed to have supported sustained brand growth—not just short-term performance.