2019 Chinese New Year Campaign for Chinese visitors to Japan. An inbound marketing campaign to promote purchasing by spreading highly reliable word-of-mouth information to Chinese people before and during their visit to Japan, utilizing Weibo, China's largest SNS media. By posting images of purchases in Japan with the specified hashtag, customers could win round-trip JAL airline tickets and beauty equipment.

Summary

Several companies participated in an inbound marketing initiative to promote purchases by spreading highly reliable word-of-mouth communication to Chinese visitors before and during their visit to Japan through detailed target segmentation using China's latest AI technology and Weibo. The campaign was implemented during the Chinese New Year holidays in 2019 and resulted in 117 million PVs and over 14,000 comments, more than nine times the expected number, as well as a large number of comments with images of purchased products attached. Many comments were also gathered, and the results were featured in an article in Nikkei Cross Trend.