#Japan #Shibuya #Watts #Reaplus #Avangarde

Reaplus and Watts Celebrate 30 Years with a Successful Marketing Campaign

Reaplus, a marketing support company based in Shibuya, Tokyo, undertook the media promotion and advertising operations for the 30th-anniversary film of Watts Co., Ltd, which operates over 1,700 stores nationwide, including 100 yen shops and miscellaneous goods stores. Celebrating its three-decade milestone, Watts leveraged the collaboration with the globally popular dance team Avangarde in an innovative campaign that resonated widely across social media platforms.

Campaign Overview

As part of their anniversary celebration, Watts introduced a lighthearted shopping motive: "Maybe you can solve it for 100 yen at Watts!" The collaboration with Avangarde included the creation of an original song featuring catchy phrases such as "Let's go to Watts if you're in trouble!" and "Well, if it gets solved for 100 yen, it’s a win!" Furthermore, this partnership spotlighted an original dance performance in the commemorative film, which showcases a fun relay routine with 100 yen coins in-store. The film successfully engaged audiences, generating significant online attention and media coverage.

You can watch the 30th-anniversary movie here: Watts 30th Anniversary Movie.

Media Promotion Details

Reaplus executed a robust media promotion strategy to increase media coverage for Watts. Their approach included outreach across various platforms, including television, news agencies, newspapers, magazines, and Web media focusing on entertainment, business, lifestyle, and mom & gadget-related sectors. The strategy involved providing pre-release information and behind-the-scenes footage to maximize exposure upon the public release of the main campaign content.

As a result, Reaplus successfully triggered secondary exposure across a wide range of media through Web articles, YouTube, and social media shares, leading to an advertising equivalent value of over ¥20 million.

Advertising Operations

In addition to media promotion, Reaplus also handled advertising operations on Instagram and TikTok. They analyzed viewership trends on each platform and optimized ad placements based on target demographics. This meticulous approach refined the distribution of the content, adjusting for completion rates and click-through rates (CTR), ultimately leading to a staggering total of about 8 million views across their social media posts as of October 21.

This campaign highlights Reaplus's mission to shine a spotlight on people, products, and services, supporting brands like Watts in effectively reaching their audience. With a focus on building relationships and providing tailored marketing solutions, Reaplus has proven to be a valuable partner in navigating the evolving landscape of media and consumer engagement.

You can learn more about Watts and their story here: Watts Home Page.

For further details on Reaplus’s offerings and mission, visit their website: Reaplus.