A marketing support service specialized in senior influencers
The Granfluencers
A new era of influencer marketing that resonates with Reiwa seniors, who are
becoming more like Gen Z
The Granfluencers is a marketing support service that makes use of Granfluencers — older influencers who have been gaining global attention in recent years.
In collaboration with BitStar, Inc., which boasts an extensive track record in influencer strategies, this service provides end-to-end support, from Granfluencer selection to the planning and execution of effective marketing strategies. We tap into one of the largest senior influencer networks in Japan to evoke interest and empathy through a sense of familiarity. In this way, we achieve business growth in the new senior market with its strong purchasing power.
Benefits of using The Granfluencers
Design effective communications
By providing concrete information based on the actual experiences of Granfluencers, we improve word-of-mouth reputations and the believability of usage scenarios. We also foster stronger interest by using natural conversations rooted in daily life. The Granfluencers provides consistent support through to the next actions, such as search, store visits, and consultations.
Multi-layered media strategies optimized for Reiwa seniors
We make use of a strategic media mix that accounts for the media usage trends and credibility among Reiwa seniors. We gain trust through mass media (TV) and encourage the target to gather information via the Internet (including search engines, news sites, and video platforms). For Reiwa seniors, who are unlikely to take action based on social media information alone, Granfluencers function as familiar word-of-mouth acquaintances. The combination of mass media with digital strategies maximizes the synergy benefits.
Reach multiple generations simultaneously
Granfluencer strategies are unique in delivering relatable, authentic experiences to seniors through real-life testimonials, while also offering aspiration, learning, and entertainment to younger audiences. By strategically selecting different media platforms for the same content, we can reach a broad demographic and design optimal targets that match product characteristics.
Solve issues with hiring Granfluencers
Many Granfluencers prioritize talking about their interests and knowledge and tend not to be not primarily focused on monetization. Since most operate individually or with their families, it tends to be harder to engage with them compared to younger influencers. Our service has built a specialized senior influencer network in partnership with BitStar, that provides professional management for Granfluencers. This enables strategic casting at the corporate level and builds collaborative relationships through appropriate approaches.
Key types of support provided by The Granfluencers
1. Select targets based on research and analytics
We conduct research products and services and analyze customer insights and segments. From the findings, we select appropriate targets. Our findings also help us determine with accuracy the wide-ranging needs and values of seniors and let us plan more effective marketing strategies.
2. Media planning
We apply the insights and track record of the Reiwa Seniors Research Institute to pitch plans optimized from the perspectives of seniors, influencers, and digital media. These plans empower clients to engage in bidirectional communications with seniors and analyze data — things which were hard to do with conventional mass media-centric approaches. In the end, The Granfluencers can help build deeper relationships and promote ongoing purchasing actions.
3. Develop creative concepts
The Reiwa Seniors Research Institute carries out digital behavior and insight research in alignment with the Hakuhodo DY Group’s core sei-katsu-sha insight. We apply that research to develop optimal creative concepts for the target. This enables the delivery of highly empathetic messages that are aligned with seniors’ everyday realities and values. Accordingly, the service promotes understanding of products and services in a natural, unforced way, which leads to greater weight in purchasing decisions.
4. Select and cast influencers
The key to success in influencer campaigns is casting the right people. With access to a specialized network of senior influencers, we are able to select and introduce Granfluencers that are the perfect fit for your products and services and your selling points. With the right Granfluencers, we can deliver persuasive messages that resonate with the target audience, leading to high engagement rates.
5. Produce creatives
When producing creatives for influencer campaigns, it is critical to come up with expressions that fit the influencer’s personality and the context of their messages. By pairing our expertise with that of BitStar, we are able to generate content that resonates more deeply with consumers, which more effectively conveys the value of products and services. Ultimately, we create creatives that truly connect with viewers by combining the client’s message and the influencer’s appeal in the most optimal fashion.
Service features
Access to vast knowledge on digital marketing to seniors
Because we have access to the Reiwa Seniors Research Institute’s vast marketing analysis and research on seniors in the digital age, we can pitch communication plans precisely tailored to older audiences.
Expansive network of prominent Granfluencers
We have built up one of Japan’s largest networks of Granfluencers with casting partnerships with prominent Granfluencers that boast as many as 900,000+ followers. Moving forward, we plan to continue to expand this network.
Years of experience in casting influencers
We work in partnership with BitStar, which has one of Japan’s largest influencer databases, with some 757,000 domestic influencers and over 2.5 million global influencers, to cast the best influencers for our clients based on our years of experience.
