Mercari is a Japanese online marketplace where users can easily buy or sell second-hand goods, including clothing, electronic products, household items, toys, and more. Since its launch in Japan, Mercari has been deeply loved by users.
Mercari faced issues such as low brand awareness, cultural adaptation problems, differences in consumer habits, trust and security problems, as well as localization problems related to payment and logistics.
Platform Strategy: A strategy centered on Instagram and TikTok has been formulated, tailored to the habits of Taiwanese users, and influencers with life experience in Japan have been selected.
Content Sharing: Taking original Japanese characters as the entry point, targeting anime fans.
Offline Events: A theme event named “One Second Back to the Showa Era” was organized, combining online and offline experiences to establish a deeper emotional connection with users.
Increased Brand Visibility: A matrix of over 200 KOLs/KOCs has been established to boost brand influence.
Consistent Brand Exposure: Over 300 videos were released, with a total view count exceeding 280 million.