ROHTO Pharmaceutical Official TikTok Account

Overview

A case study of content design combined with TikTok trends that achieved over 65 million total views and established a continuous touchpoint foundation with Gen Z.

In supporting Rohto Pharmaceutical’s official TikTok account, we created trend-based content that went beyond product introductions. By combining with TikTok trends, we generated approachability while suppressing the PR feel, then expanded into diverse expressions such as short dramas. We expanded empathy centered on Gen Z through content with multiple themes and formed a continuous touchpoint foundation.

Challenge

Content design was required to blend into Gen Z’s daily timeline and increase favorability/fandom toward Rohto Pharmaceutical.

Rohto Pharmaceutical had been operating an official account since TikTok’s early days, holding an early entry advantage. However, as the competitive environment on TikTok intensified with the increase of creators and corporate accounts, they faced a situation where views stagnated. To re-strengthen reach to younger audiences, a shift to content design that could be accepted lightly while suppressing the PR feel, beyond the context of product promotion, was necessary.

Approach

Blending into Gen Z’s daily life through content design that transcends the PR feel, centered on “funny despite being an official corporate account.”

While maintaining credibility as an official corporate account, we emphasized creating content that would surprise viewers with “how can it be this funny for an official account?” We pursued approachable expressions with suppressed PR feel while continuously analyzing TikTok trends. We consistently handled everything from planning to post-release analysis, continuing an operational design that carefully interpreted viewer reactions and applied them to the next production.

Results

Achieved over 65 million total views and an average of approximately 600,000 views. Supported by Gen Z to the extent of being called the “official outrageous community,” it grew into a brand account whose content is actively anticipated.

Through support starting in 2023, the cumulative number of posts reached over 120, with total views exceeding 65 million and average views per video surpassing approximately 600,000. Quiz content themed on “Hadalabo” recorded approximately 4.3 million views, and on Google Trends, branded searches for Hadalabo increased approximately 1.5 times compared to the previous week. Additionally, UGC posts by general users and lively comments occurred, and viewers named it the “official outrageous community,” growing into an entity whose next posts are actively anticipated. This led to a transformation beyond numerical results into a brand recognized by Gen Z as a “favorite account.”