Content and IP tie-up planning and production
– ONE Content –
A middle-funnel solution specialized for content
Game ad creators discuss ONE Content
A middle-funnel solution specialized for content
that generates interests, producing ad communications
that people won’t skip.
From actors, comedians, and musical artists to idols, games, anime, voice actors, VTubers, and short-form dramas. The world is overflowing with content, each with its own dedicated fanbase, from companies and creators. In this world, ONE Content taps into the unique context of each piece of content and the specific characteristics of the media platform to execute communication strategies that are loved by fans and sei-katsu-sha.
Penetrating social media = penetrating niches
The evolution of social media has given rise to siloed online communities. Sei-katsu-sha navigate multiple communities and media platforms depending on the place and situation, acting as an office worker one moment and a soccer fan the next. Furthermore, with advances in technologies, we have entered an era where media platforms now serve information optimized for each individual user and where sei-katsu-sha only look at what they want to see, making their interests more fleeting than ever. In a time where corporate messages struggle to reach their audiences and skipping or blocking digital ads has become the norm, content must penetrate into niches in order to overcome the walls between companies and sei-katsu-sha. Such niche communities are seen everywhere, primarily on social media, and they are giving rise to new forms of consumption.
Characteristics of niche communities
Construction of sustainable environments
There is often no single central influencer; instead, the niche shares a common energy or vibe centered on the content.
A single person belongs to several niches at once, switching between various media platforms and apps to pursue their specific interests.
Sei-katsu-sha loathe anything that lacks understanding or respect for their niche. The emotional resonance gained through the content is paramount. This is why superficial content can often backfire.
Hakuhodo DY ONE uses creatives that target niches to generate interest and produce ad communications that people won’t skip.
