Case Study: Global Marketing Automation Leader Successfully Enters Japan Market and Boosts Inaugural Conference Attendance

Challenge:

A client, a global provider of an engagement marketing platform, established a Japanese subsidiary as a key hub in their global strategy and hired a Country Manager to lead their full-scale entry into the Japanese market. However, shortly after market entry, concerns arose about achieving their target attendance for their inaugural private conference, scheduled for a few months later, due to insufficient brand awareness in the Japanese market.

Solution:

“Engaged by the client, WONDERHOODS conducted an audit of their current marketing and communications activities in Japan. A key oversight identified was that the appointment of the new Country Manager had not yet been formally announced to the public or media. WONDERHOODS proposed a strategic, two-pronged PR approach:

1: Broad Awareness: Utilize the official announcement of the “”Country Manager Appointment”” as a compelling news hook to generate widespread initial visibility across relevant media.

2: Deep Brand & Product Understanding: Secure high-quality, in-depth interview articles in strategic key media outlets. These interviews would feature the Country Manager discussing the company’s vision and strategy for the Japanese market, while seamlessly integrating the platform’s Unique Selling Propositions (USPs) to build credibility and understanding of the product’s value.

Result:

The execution of the PR strategy yielded significant positive outcomes. The Country Manager’s appointment announcement received extensive coverage, being featured by a majority of the relevant industry media outlets. Furthermore, impactful interview articles were successfully placed in two strategically chosen key media publications.

These combined PR successes significantly enhanced the client’s presence and name recognition within the Japanese marketing industry. Consequently, the client was able to attract attendees to their inaugural private conference in numbers that surpassed their original forecasts, demonstrating a tangible return on the strategic communications investment.

About:

WONDERHOODS, a PR agency based in Tokyo, Japan, transforms insights into influence. As a forward-thinking agency, we help brands forge meaningful connections with their audience by blending data-driven strategies with creative storytelling. Our understanding of the entire funnel allows us to smoothly and effectively solve challenges at every step, from building brand awareness to demand generation. Whether entering the competitive Japanese market or seeking to expand your presence, we promise to be your trusted navigator, guiding you to stay one step ahead in every scenario.