Leading Japanese GPS navigation app, Navitime, wanted to prepare for the 2020 Tokyo Olympics by redesigning their digital channels and launching a social media presence. They needed to engage tourists, especially English speakers, following the spike in tourism across Japan. The brand tasked me with crafting a content strategy to set the direction and tone for the Navitime Japan Instagram account.
Drawing from usage data taken directly from the app, user surveys and tourism reports I was able to formulate user insights and form a strategic base around how tourists use Navitime and what they hope to see in Japan on their travels.
I then used top-performing travel Instagram account @Australia.com as a creative springboard, highlighting the differences between travel in Australia compared to Japan. I introduced five content pillars that reflected the key aspects of travel in Japan, crafted a tone of voice for the brand’s social channels, and outlined a creative influencer campaign to launch the channel, coinciding with Cherry Blossom season. By highlighting Japan’s iconic, as well as undiscovered, attractions via content, Navitime were able to establish themselves as an approachable, local authority on travel across the country.
The influencer and UGC campaign drove a 70% uplift in app downloads during the campaign period, and a 30% uplift the following three months after. The Instagram channel exceeded monthly organic engagement and follower targets within three weeks of launch.
*Below is a selection of slides that give a preview of elements of the strategy. Full details have been omitted due to confidentiality.