Personal Care Devices

Integrated Marketing and Communications Strategy

An-yal has been the agency of record for a world-renowned personal care brand since 2021.

The brand was established nearly 70 years ago, sells in 130 countries worldwide and has a reputation for world-class innovation in men’s premium grooming devices and essentials.

We were responsible for the development and execution of the brand’s entire integrated communications strategy in Japan.

Objectives

• Develop the Japanese IMC strategy, including the campaign message and the marketing tool mix.

• Localize the brand identity through strategic planning and insight.

• Develop social media, content, and channel strategy, as well as the look and feel of the brand.

• Amplify brand awareness and maximize positive conversations about the brand and its products.

• Establish the brand image across all touchpoints.

Activations

• Defined target audiences’ lifestyle, purchase journeys and built a messaging strategy aligned with the brand’s communication direction.

• Developed multi-dimensional campaigns across various consumer touchpoints to broaden reach and maximize awareness potential.

• Multiple collaborations with influencers and creators with highly-engaged ideal audiences.

• PR and brand activations, including offline product sampling opportunities at events popular with targeted audiences.

• Digital and social advertising campaigns.

• Social media management: Instagram, Facebook and Twitter; launch and growth of TikTok channel.

• Production of premium and interactive content, including branded AR filters, 3D product visuals and interactive games.

Achievements

An-yal developed a seamless and effective long-term communication strategy, as well as brand, product and digital experiences that succeeded in boosting value, recall and awareness throughout Japan.