Global E-commerce Platform Leverages Micro-Influencer Stories to Drive Engagement in Japan

A global e-commerce platform sought to boost organic UGC in Japan. WONDERHOODS identified micro-influencers via social media analysis, enhanced their stories through interviews, and secured media placements. This approach expanded authentic touchpoints and amplified brand engagement.

Challenge:

A leading global e-commerce platform experienced rapid brand awareness growth in Japan primarily through digital advertising efforts. However, they faced a significant challenge in organically amplifying user-generated content (UGC) such as testimonials and reviews on social media. In the Japanese market, these authentic user experiences are crucial triggers for trial usage. Therefore, the client needed to uncover compelling consumer stories that would resonate deeply with a broad range of potential customers.

Solution:

WONDERHOODS proposed a strategy centered on uncovering and activating micro-influencers from the platform’s user base. The approach involved:

1. Social Media Data Analysis:
We analyzed large volumes of social media content to identify consumer sentiment and themes likely to connect with Japanese users.

2. Micro-Influencer Identification & Outreach:
We sourced existing users who had posted relevant content, then secured their collaboration and content usage rights through tailored outreach.

3. Story Enhancement via Interviews:
To add context and depth, we conducted follow-up interviews with these micro-influencers, transforming simple posts into rich consumer narratives.

Result:

This initiative delivered strong results:

Earned Media Success:
The refined stories served as compelling PR materials, leading to key placements in major media outlets and significantly amplifying authentic user voices.

Micro-Influencer Network Development:
We built a diverse network of relatable influencers—ranging from fishing enthusiasts to parenting bloggers—opening up new engagement pathways.

About WONDERHOODS:

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.