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Mercari Brand Awareness Campaign Case Study

Mercari

Influencer Marketing & Local Market Awareness
Japan’s Second-Hand Goods Trading App
Influencer Marketing

Campaign Results

280M+
Video Views
200+
Creator Partnerships
300+
Videos Published
GrowMaxValue's ecommerce influencer marketing campaign for Mercari combined creator videos and a Japanese-themed offline event to build awareness in Taiwan and Hong Kong. Japanese culture and lifestyle gave local audiences a familiar way to discover the marketplace.
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.
Markets:
Taiwan & Hong Kong

Background

As Mercari expanded into Taiwan and Hong Kong, the Japanese second-hand marketplace needed to earn recognition and trust among shoppers with different habits and expectations. The challenge was to introduce an unfamiliar platform through interests audiences already shared, making its Japanese identity a reason to pay attention.

Mercari faced low brand awareness, cultural adaptation issues, differences in consumer habits, trust and security concerns, as well as localization issues related to payment and logistics.

Our Ecommerce Influencer Marketing Strategy

Our Strategy

Creator Selection

We selected creators with strong connections to Japanese culture and lifestyle, including those with experience living in Japan. Their firsthand perspectives helped connect Mercari with audiences interested in Japanese products and everyday life.

Localized Content

Our brand localization approach centered on Japanese characters, anime interests, and culturally familiar topics. For Taiwan, we focused on Instagram and TikTok, tailoring creator content to local audience habits while keeping Mercari’s Japanese identity at the heart of the campaign.

Online and Offline Experiences

We complemented online creator content with the "One Second Back to the Showa Era" offline event. The event brought the campaign's Japanese cultural theme into a real-world setting, giving audiences another way to experience and connect with the brand.

Platform Strategy: Developed a strategy centered on Instagram and TikTok, tailored to Taiwanese user habits, and selected influencers with experience living in Japan.

Content Sharing: Focused on Japanese original figurines as an entry point, targeting anime fan users.

Offline Events: Organized a themed event titled “One Second Back to the Showa Era,” combining both online and offline experiences to foster deeper emotional connections with users.

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Japan’s Second-Hand Goods Trading App

Platform

Total Views

280 million+

KOL/KOC

200+

Area

HongKong, Taiwan

Japan’s Second-Hand Goods Trading App

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.