Challenge

While fruit-flavored Soju products had gained strong traction in overseas markets, the brand aimed to expand awareness and engagement in Japan. However, the project faced several hurdles: Japan’s strict legal regulations around alcohol promotion, differing platform policies compared to other regions, and the need to complete the influencer campaign swiftly and accurately within a limited budget and timeframe.

Approach

We assigned 16 influencers and completed all logistics—including product shipments—within approximately two weeks. Originally planned for TikTok, the campaign pivoted to Instagram due to Japan’s advertising disclosure rules. To ensure compliance, all posts included the “#PR” label and Branded Content tags as required.

While leveraging proven creative guidelines from successful overseas campaigns, we localized the execution by focusing on organic lifestyle content with minimal promotional overtones. This helped preserve the brand’s global tone while aligning with Japan’s regulatory environment.

Results

Although detailed metrics were not disclosed, the campaign achieved its goal of generating strong viewership and engagement through strategically selected influencers. The timely execution and adherence to both global creative standards and local legal requirements contributed to increased brand visibility and a positive user response. The ability to maintain consistency with global campaigns—despite platform and policy differences—was a key factor in the campaign’s success.