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New digital activities likely to last in Japan

Data • Rob Clapp, WARC Data Points, December 2020

An overview of new digital activities in Japan during the coronavirus (COVID-19) outbreak.

One in four young adults has bought via social media

Data • Rob Clapp, WARC Data Points, December 2020

An overview of consumers who have made a purchase via social media in the past six months across 11 markets.

Does athletes’ performance influence a sponsor’s stock-market value? Assessing the effects of sponsored athletes who represent Japan in international tournaments

Research Paper • Keiya Mori, Tatsuaki Morino, and Fumiko Takeda, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 426-438

This study examines how sponsored athletes' performance affects a sponsor's stock price in 170 sport events between 1991 and 2017, using Japanese data.

Snickers: Bring Back the Idols

Case Study • Kaori Yatsu, Hiroaki Taki, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.

BOPIS to see long-term gain from COVID-19

Data • Rob Clapp, WARC Data Points, December 2020

An overview of consumers buying online and picking up in-store (BOPIS) during the coronavirus (COVID-19) outbreak.

TikTok's audience boost from COVID likely to last

Data • Rob Clapp, WARC Data Points, November 2020

An overview of TikTok's audience growth during the coronavirus (COVID-19) outbreak.

Marketing beyond instincts: Delivering front end insights quickly, accurately and at a fraction of cost

Research Paper • Gigi Leung, Daphne Mavroudi-Chocholi and Vanessa Oshima, ESOMAR Conference papers, APAC, 2020

ACUVUE, a contact lens brand, developed a new approach to deliver front-end insights cheaply in Japan.

Can AI bring better insight than humans?

Research Paper • Kenichiro Sato, Yohei Takeshita and Toshimitsu Sekii, ESOMAR Conference papers, APAC, 2020

Twitter, a social media company, analysed whether Artificial Intelligence or humans provide better insights by pitting the two approaches against each other in an audience segmentation study in Japan.

What brands can learn from those that fail in Japan

News • 18 November 2020

After 18 years of trying to succeed in the Japanese market, Walmart has become the latest big foreign brand to tacitly signal that this is a market it could not crack.

Band-Aid: Job-Hunting in Sneakers

Case Study • Kaori Yatsu, Akie Suzuki, WARC Media Awards, Grand Prix, Effective Channel Integration, 2020

Plaster brand Band-Aid created a multiplatform campaign to appeal to younger consumers and, in the process, launched a new movement in the job-hunters' market in Japan.

Dancing to a new beat – Japanese music fans finally switch to streaming

News • 17 November 2020

The Japanese music market, one of the last bastions of CD sales, appears at last to be conceding to the inevitable and adopting streaming.

Online video consumption reaches eight hours a week

Data • Rob Clapp, WARC Data Points, November 2020

An overview of online and broadcast video consumption across 10 markets.

A third of consumers are buying more based on healthy and hygienic packaging

Data • Rob Clapp, WARC Data Points, November 2020

An overview of consumers paying more attention to health and hygienic packaging in their post-COVID purchases.

Cisco Japan: Telework Life Manga comic campaign

Case Study • SABRE Awards, APAC, Technology: Software & Services, Gold, 2020

Cisco, a networking and telecommunications brand, shifted public perceptions of teleworking in Japan and increased Cisco social channel engagement by developing a manga comic depicting teleworking life.

Seibu Lions: Save Lions” project by Seibu Lions

Case Study • SABRE Awards, APAC, Entertainment, Gold, 2020

The Seibu Lions, a Japanese baseball team, raised money to save the lion while also boosting game attendance with its campaign Save Lions (pronounced similarly to Seibu Lions in Japanese).

Innophys: Muscle Suits 'Every' - To help save the active backbone of Japan's industry

Case Study • SABRE Awards, APAC In2, 2020

Innophys, a robotics brand, developed its Muscle Suit 'EVERY', a back-support exoskeleton, to alleviate the back pain suffered by many elderly workers in Japan.

Froebel-kan: Eat Your Words

Case Study • SABRE Awards, APAC, Branded Journalism, Gold, 2020

Froebel-kan, a publishing brand, developed and launched an children's edible picture book entitled Eat Your Words in Japan.

Sojitz Corporation: Tuna Scope

Case Study • SABRE Awards, APAC, Consumer Marketing (New Product), Gold, 2020

Sojitz Corporation, a trading company, encouraged better quality tuna in Japan by launching an AI system, TUNA SCOPE, which analysed the quality of tuna being caught.

Kiko Network/CAN-Japan: Connecting KIDS

Case Study • SABRE Awards, APAC In2, 2020

Kiko Network, a Japanese non-governmental organisation and member of the Climate Action Network, used its 20th anniversary as an opportunity to tackle climate change and inspire environmental organisations around the world to work together more closely.

Hotels.com: Solosophy

Case Study • SABRE Awards, APAC, Travel & Tourism, Gold, 2020

Hotels.com, a travel brand, identified a gap in the market and encouraged more people to travel solo in Japan.

How athlete sponsorship can impact stock prices

News • 30 October 2020

The performance of sponsored athletes in sporting events can have an influence on an organisation’s stock price, according to a study published in the Journal of Advertising Research (JAR).

Large businesses up marketing budgets but half of small companies plan cuts

Data • Rob Clapp, WARC Data Points, October 2020

An overview of marketing budget plans over the next 12 months by country and size of the business.

Japan’s household spending remains weak as e-commerce growth lags

News • 12 October 2020

Japan’s household spending fell for an eleventh straight month in August and real wages marked half a year of declines, as consumers struggled to return to their pre-pandemic purchasing habits.

Indonesia and Japan’s mobile web poses highest brand risk

News • 06 October 2020

Indonesia and Japan pose the highest brand risk globally when it comes to mobile web display, while Australia is the safest for video impressions and Singapore enjoys the lowest brand risk in desktop display.

Japan, Online Video advertising expenditure

Data • Cinzia Petio, WARC Data Points, October 2020

An overview of total online video advertising spend in Japan since 2014.

Bouncing back from COVID-19: Five data-driven strategies for SEA marketers

Article • Stephanie Caunter and Simon Samuel, WARC Exclusive, March 2020

Marketers can still bounce back despite the COVID-19 outbreak threatening an economic decline in Southeast Asia; digital marketing agency ADA shares five strategies for marketers to navigate through this period of economic uncertainty.
Nearly 90% of consumers have changed their behaviour because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of changes in consumer behaviour because of the novel coronavirus (COVID-19) in eight Asia Pacific markets and the UK and US.
E-commerce shopping more frequent because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of whether consumers are more frequently shopping online rather than in-store as a result of the novel coronavirus (COVID-19) outbreak.
Spending less, living well: How consumers are redefining a good life

Article • Anna Shin, WARC Exclusive, May 2020

R/GA Singapore’s Anna Shin maps out how the consumer definition of happiness and satisfaction has changed thanks to COVID-19, and how brands need to adapt to thrive.
Overcoming fear and creating a sense of belonging: Brand purpose in the time of coronavirus

Article • Kunal Sinha , WARC Exclusive, March 2020

Kunal Sinha shares his insights on how brand purpose can be meaningfully pursued amid a context of fear and uncertainty.
How Alderfer’s E.R.G. Theory can inform post-coronavirus strategy for brands

Article • Dr. Mansur Khamitov, WARC Exclusive, February 2020

Psychologist Clayton Alderfer’s ERG motivational theory of human behaviour offers marketers a potential framework for charting steps forward in uncertain times – Nanyang Business School’s Mansur Khamitov talks through how brands can map out a positive path forward.