YOUTUBE AIDS SMALL BUSINESS. by Dentsu Inc. Tokyo for YouTube

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YOUTUBE AIDS SMALL BUSINESS.

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Industry Website, Portals
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Keiichi Higuchi
Art Director Yoshihiro Kojima
Designer Kengo Namiki
Producer Yasue Nakajima
Editor Yo Sakuma, Satomi Takahashi
Released May 2011

Credits & Description

Category: Best Integrated Campaign Led by PR
Advertiser: GOOGLE
Product/Service: YOUTUBE
Agency: DENTSU
Creative Director: Keiichi Higuchi (Dentsu)
Planner: Kousuke Hiranoi (Dentsu)
Planner: Masahiro Nakano (Dentsu)
Planner: Ryutaro Seki (Dentsu)
Account Exective: Keita Oyama (Dentsu)
Account Exective: Kensuke Takagi (Dentsu)
Copy Writer: Sotaro Yasumochi (Dentsu)
Art Director: Yoshihiro Kojima (Dentsu)
Designer: Kengo Namiki (Dentsu)
Producer: Yasue Nakajima (Dentsu)
Film Producer: Masato Yoshikawa (BB Media)
Editor: Yo Sakuma (BB Media)
Editor: Satomi Takahashi (BB Media)
Media placement: Local News Paper - Daily Tohoku, Tohou Nippou, Etc. - 19,30 May 2011
Media placement: National News Paper - Yomiuri Shimbun, Asahi Shimbun - 7 Jun 2011
Media placement: Local News Paper - Daily Tohoku, Tohou Nippou, Etc. - 7,13,17,21,29 Jun 2011
Media placement: TV-Ad - Asahi Television, TBS - 7,19,23,30 Jun 2011
Media placement: Outdoor - Flyer - 20 Jun , 1 Jul 2011
Media placement: SNS LOG-IN Page Ad - mixi - 20-27 Jun 2011
Media placement: Banner - mixi - 20-27 Jun 2011
Media placement: TV-Ad - TBS - 23-29 Jun 2011
Media placement: National News Paper - Yomiuri Shimbun, Asahi Shimbun - 29 Jun 2011
Media placement: Local News Paper - Daily Tohoku, Tohou Nippou, Etc. - 7 Jul , 27 Aug 2011

Summary of the Campaign
YouTube Aids Small Business

We created a healthy cycle of support by delivering true information on the small businesses affected by the Tohoku earthquake, and leading people outside the region to consumption.

The Situation
On March 11, 2011, small businesses hit by the Tohoku earthquake faced a crisis.

Rumors, lies, and false information that spread around Japan forced serious economical blows to the disaster-region.

The Goal
Not just advertisements; not just volunteering; not just donations.
We wanted to create a system that continues to support the region.

The Strategy
Disaster support through consumption.

Execution
We had YouTube partner up with 7 local newspapers.

Local newspaper reporters who know the local small businesses well, interviewed the region and made movie-clips from the real, live voices of the people. Images of Eastern Japan were sent out not as a tragic place, but as a place with charm and appeal. The movies were then uploaded onto YouTube’s specially-made channel with links shown inside the movie, leading viewers to the EC site where their sales would directly contribute to the affected region.

Documented Results
In just the first 2 months, it collected over 3m views.
It contributed to an average of 177% sales increase.

This project also became the ignition for other support movements for small businesses.