#Japan #Tokyo #Influencer Marketing #Unit #Kameya Mannendo

Introduction of Kameya Mannendo's New Strategy

Founded in 1938, Kameya Mannendo is a respected Japanese confectionery shop known for its iconic Nabona product. With the anticipation of the grand reopening of its main store in 2024, the company is implementing a comprehensive rebranding strategy, including a redesign of its packaging. Recognizing the need to engage a younger demographic, Kameya Mannendo has adopted Unit, a gourmet-focused influencer platform managed by UNIT Co., Ltd., based in Shibuya, Tokyo.

Background of Implementation

Kameya Mannendo had traditionally catered to a senior clientele, primarily those aged 60 and over. However, with a vision for the brand's future, there arose a necessity to introduce Kameya Mannendo's delicacies to younger generations. The challenge was that traditional advertising methods and older media were falling short in reaching this demographic. Therefore, social media became a focal point for their marketing strategy.

Previous attempts at influencer marketing had yielded limited results due to a lack of effective reach. As the company’s own social media strategies began to take off, Kameya Mannendo took the leap to retry influencer marketing by partnering with Unit, specifically targeting the culinary market.

Implementation Details

• - Company Name: Kameya Mannendo Co., Ltd.
• - Founded: 1938
• - Location: 2-11-5 Jiyugaoka, Meguro-ku, Tokyo
• - Website: Kameya Mannendo

Outcomes of the Implementation

The introduction of Unit brought notable success for Kameya Mannendo:

• - High Engagement Rate: A post featuring the "Wasanbon Pudding with Strawberries" achieved an engagement rate of approximately 69.65%, with 154 comments, showcasing the effectiveness of consumer-centric photography that inspired purchasing intent among users.
• - Substantial Increase in Reach and Impressions: A post promoting the "Sky Matcha® Strawberry Daifuku" saw reach and impression numbers nearly double compared to other products, contributing to increased sales figures.
• - Younger Customer Base: Thanks to the dual impact of the rebranding efforts and social media strategy, younger customers have begun frequenting the main shop, and many locals are realizing the diversity of offerings at the shop.
• - Consistent Exposure Through Ticket Promotions: By offering promotional tickets for new products monthly, they maintain a steady stream of exposure on social media, with influencer responses being exceedingly positive.

Voices from Kameya Mannendo

Feedback from Kameya Mannendo illustrates the success of the influencer strategy. The images captured by influencers present a different texture than those taken by corporate representatives, helping to attract consumer interest effectively. Additionally, the history and product information shared by influencers add value and authenticity to the campaign. With a base of influencers dedicated to the gourmet sector, Kameya Mannendo found assurance in the quality and relevance of the posts.

Direct Benefits of Using Unit

Unit offers a fixed monthly fee for unlimited influencer engagement, ensuring that marketing communications can be executed efficiently without added costs. The focus is on pairing businesses with local gourmet influencers, preventing mismatches and allowing for tailored marketing strategies that resonate with target demographics.

Additional Services Provided

Unit provides a multifunctional service that includes simultaneous postings on various social media platforms, ensuring comprehensive outreach without extra charges, as well as performance reports that help visualize the effectiveness of campaigns for further strategy developments. These services are especially beneficial for companies managing multiple venues, allowing for a cost-effective approach to influencer marketing.

Conclusion

As Kameya Mannendo continues to harness the potential of social media and influencer marketing through its partnership with Unit, it aims to further establish its presence in the market, catering to both its traditional customer base and the younger generation who will carry the legacy of this historic confectionery brand into the future.