Pokémon Official SNS Creator Tie-up

Overview

A case study of creating natural touchpoints with younger audiences through SNS-adapted creative design and creator collaborations for the globally recognized IP “Pokémon.”

We reconstructed the Pokémon brand, recognized across generations, to better fit “the daily lives of today’s younger generation” on social media. Starting with vertical video, we designed and executed collaborations with influencers and creators without compromising the brand’s world view.

Challenge

Despite high brand awareness, the situation on SNS was “known but lacking active engagement touchpoints,” making the quality of contact with younger audiences a key challenge.

While Pokémon is a brand loved across generations, on social media it tended to be known but lacked touchpoints for active engagement, making it easy to be perceived as distant. Particularly on vertical video platforms, there was a need for creative design that would be naturally accepted by younger audiences while maintaining the brand’s world view.

Approach

Connect Pokémon’s world view to the daily context of younger audiences through collaborations with creators excelling in unique skills.

After deeply understanding the brand’s settings and world view, we executed collaborations with influencers and creators. By combining each creator’s unique skill with the intimate feel and tempo characteristic of vertical video, we produced content that naturally leveraged the characters. We primarily worked with creators excelling in unique skills such as craft and art, collaborating with Kuroshi-san for “cardboard shadow art,” Nisshi-san for “dioramas,” Alissa Teo for “Rice Art,” and Hana no Asobiba cairo for “flower arrangements.”

Results

Achieved 100 million cumulative SNS views with zero advertising spend, averaging 2.7 million views per video, and expanded positive reactions toward Pokémon primarily among younger audiences.

Without any advertising spend, we recorded 100 million cumulative SNS views, with an average of approximately 2.7 million views per video. Comments and reactions showed not only increased affinity toward the characters but also many voices expressing “I’m happy that the official account is collaborating with these creators.” We achieved contact in a contemporary context without damaging the IP’s value, generating results that lead to sustained interest in the brand.

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