Influencer Marketing

We make use of mainstream celebrities through to influencers for marketing that
picks up on current trends and sei-katsu-sha needs to resonate more deeply with
individual sei-katsu-sha.

Consumer reactions are becoming increasingly diverse and complex year by year, making it difficult to achieve strong results with conventional marketing methods alone. With the proliferation of social media and video platforms, demand is growing for influencer marketing, a communication method that leverages the influence of certain individuals to connect companies with sei-katsu-sha. Furthermore, the launch of TikTok Shop in June 2025 has expanded the impact of influencer marketing on business even further.

Given these developments, Hakuhodo DY ONE has consolidated personnel with diverse expertise, including e-commerce marketing, ad operations, and creatives, to bolster the influencer marketing assistance we can provide.

Content production is key to success in influencer marketing. The production approaches for content created using influencers generally fall into two broad categories: brand-produced creatives and creator-produced creatives. The best production approach is determined by such factors as what concept is being promoted, who is cast, and what results are being aimed for (KPI design).

Brand-produced creatives

Brand-produced creatives are chosen when the aim is to clearly convey the brand’s worldview. Therefore, it is common to feature well-known celebrities or create content using existing creative assets intended for brand awareness campaigns. The risk with this approach, however, is the campaign turning into one-sided communications. Therefore, it is crucial to avoid this by, for example, making different creatives optimized for each media channel. Related service: Made for Media

Creator-produced creatives

Creator-produced creatives are chosen when the aim is to generate empathy from the sei-katsu-sha perspective and resonate with the target audience. Consequently, there is a tendency to feature social media influencers who have close connections with users. For this type of content, production often leverages the influencer’s own content format to maximize the unique characteristics of their content. Therefore, it is important to work closely with the creator throughout the planning and production process to ensure information is delivered to sei-katsu-sha in a way that feels natural and authentic.

The importance of the right casting in influencer marketing cannot be overstated. A campaign will not be successful just by featuring the influencer with the most followers. Strategic casting is very important — determining who to ask to convey what and by what means. The promotional impact is much greater when influencers share information with their followers in a natural way.

Therefore, to achieve effective communications, it is crucial for companies to clarify their message and ensure that influencers correctly understand their intentions and reflect them in appropriate content. When these conditions are met, influencers can be powerful partners for the company.

  • The PR potential of the influencer’s account
    Such as number of followers, follower demographics, engagement rate
  • Potential of the creator
    Such as expressiveness, creative flexibility, responsiveness

Hakuhodo DY ONE uses the insights and knowledge only a specialized digital organization has to assist effective and strategic influencer marketing. We help our clients grow their businesses with three distinct capabilities: strategic casting — the key to success, creatives backed by a deep understanding of media characteristics, and comprehensive production capabilities

1. Unparalleled strategic casting capabilities

At Hakuhodo DY ONE, we have our own casting capabilities and have established a framework in which our specialized teams collaborate directly with influencers. This unique structure allows us to accurately assess not only the client’s campaign objectives and target audience but also the influencer’s characteristics (such as compatibility with the product, recent performance, and follower demographics), enabling us to select optimal candidates from a multifaceted perspective. With our solid network of influencers ranging from the mainstream to niche audiences and our data, we maximize the potential of both sides to increase the likelihood of achieving business results.

2. Creative capabilities with full knowledge of media characteristics

Starting with a deep understanding of the characteristics of social media platforms, we use our Made for Media service to provide creatives optimized for each platform. We also make full use of our decades of experience as an advertising agency that has aided the marketing efforts of numerous companies and the insights we get from our deep relationships with platform operators. Our planners who are well-versed in the latest social media trends devise campaigns that get the most from influencer’s unique personality and convey the company’s message naturally. Through co-creation with influencers, we produce high-quality content that resonates with sei-katsu-sha. In this way, we fully utilize our platform expertise to deliver effective influencer marketing.

3. Comprehensive production capabilities through collaboration between specialized teams

At Hakuhodo DY ONE, three specialized departments for planning, casting, and data services work in close collaboration. We provide end-to-end support, from strategic design and concept development to proposal creation, execution, and performance measurements. Experts in each field oversee all marketing activities to guide campaigns reliably toward definitive results.

Hakuhodo DY ONE actively conducts theme-specific research and develops solutions to further maximize the benefits of influencer marketing.

Influencer Marketing Tools

ENGAGEMENT BLOOM WAVE

A marketing support service specialized for senior influencers

The Granfluencers

A service that helps develop influencer content and marketing
campaigns for the TikTok Shop

BUZZ BUY BOOSTER™

A project that studies and researches the digital behavior of Gen Z and
develops solutions

Hello Z

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