PR Campaign Japan Fruits Festival
〜 Seasonal Gift from Japan 〜

Project Overview :

A PR campaign to promote the export of Japanese agricultural and food products by highlighting the appeal of fruits and vegetables such as apples, sweet potatoes, and strawberries. The campaign involved collaborations with retailers and online stores that already sell Japanese imported fruits, using them as promotional channels. Additionally, PR was conducted through influencers and YouTubers. The campaign also invited consumers to participate in a survey on the topic of “Promotion Methods That Influence Purchasing Decisions.” The respondents were rewarded with imported Japanese sweet potatoes. The campaign was highly popular, attracting over 20,000 survey responses.

Work Details :

• Created all visual artwork used in the campaign.
• Managed product and promotional material placement with partner stores.
• Oversaw the influencer marketing.
• Managed the entire campaign from start to finish.
• Designed the survey form and managed the survey process from beginning to end.

While Japanese imported fruits are already popular in Thailand, they are not yet the top choice for most consumers. For this project, Mediator’s first step was to define the target audience as “first jobbers to middle-aged adults” and design a campaign to stimulate consumption. We collaborated with retailers and various online media platforms to ensure the PR reached the target group directly and was not overly aggressive.

This required us to deeply study Thai consumer behavior and their feelings towards Japanese fruits. We conducted on-site surveys at retail stores selling imported Japanese fruits and gathered feedback from consumers who had purchased the products to identify our target demographic.

Following this research, we proceeded with influencer marketing. We carefully selected influencers who aligned with our target audience and promoted the campaign across various channels, including articles on our website, Facebook posts, and videos with food and cooking YouTubers. This strategy aimed to spark consumers’ interest in trying imported Japanese fruits. The campaign’s positive response exceeded all expectations.