Kawaii Ni Massugu
Rope’ Picnic × Touch
- ROPE' PICNIC, 2019 AW, "ROPE' PICNIC x Touch" campaign - Hakuhodo Gravity team was in charge of creative direction, planning, media buying and PR. The challenge was how to increase brand awareness and sales without relying on TV commercials, and to establish the brand's position as a mass brand. As the core of the campaign, we developed the contents in which an actor Alice Hirose played the role of Minami Asakura, the heroine of the national famous manga "Touch." In addition to key visual and video, we developed fashion coordination content based on the theme "Seven Days of Minami Asakura." We also developed an integrated communication through digital advertising, outdoor advertising, TV and web PR using video and GRA. With the news of "apparel x manga" and "Alice Hirose x Minami Asakura," the brand gained a lot of PR exposures, including TV program (information program) exposure on various key stations and more than 100 web articles, which increased the brand noise and recognition on social media.