DORCO
Client:
DORCO
Industry:
Personal Care Products
Background
An-yal served as DORCO’s AOR for Japan, managing its integrated marketing and communication strategy over a 2-year period.
Founded in 1955, DORCO is a globally recognized leader in razors and personal care tools. Renowned for its innovative designs and high performance, DORCO pioneered the first 6-blade razor, with its products now sold in over 130 countries.
The Challenge
An-yal’s goal was to boost awareness, competitiveness and brand value in the Japanese market.
Starting with in-depth market research, we implemented an integrated omnichannel strategy to strengthen consumer relationships and drive brand loyalty among younger consumers and early adopters.
This involved creating a localized visual identity and voice while expanding reach and engagement through digital, offline, and interactive experiences.
What we did:
Market and consumer research
Concept planning and brand localization design
Out-of-home video ad campaigns
Media planning and buying
Social media campaign design and channel management
Campaign landing page design and build
Influencer and creator collaborations
Interactive content, games and AR filters
PR and outdoor events
JAPAN Visual IDENTITY
Using elements of DORCO’s existing brand identity, An-yal created a unique logo transition sequence with incorporated Japanese language to enable quick name recognition and retention amongst audiences.
An-yal crafted the phrase and visual concept for DORCO's 2023 campaign message, "DORCOで素敵な瞬間を探そう!" (Find your greatest moments with DORCO). Subsequently, outdoor PR and sampling events in Tokyo were a huge success thanks to the eye-catching colors and design.
OOH VIDEO ADVERTISING: CREATIVE & MEDIA
We created three high-impact video ad campaigns at Ikebukuro and Takadanobaba, two vibrant Tokyo locations. Strategic positioning near shopping and commuter hubs, which attract over 500,000 visitors per day, was ideal for targeting trend-conscious Gen Zers, early adopters, and young professionals.
YOUTUBE VIDEO: CREATIVE & PERFORMANCE
An-yal imagined DORCO's legacy, innovation, and value position for YouTube-focused advertising using clean yet elegant visual concepts and 3D animation. We also composed the accompanying jazz fusion-inspired music and voice-over.
Campaign performance was monitored and optimized on a daily basis to maximize results and return on ad spend.
PR & SAMPLING EVENTS
Undertaking multiple offline sampling opportunities in Tokyo, including Yurakucho, Giza, and Odaiba, An-yal also designed event materials and managed storage arrangements and logistics.
SOCIAL MEDIA: MARKETING & CREATIVE
DORCO Japan's social media strategy required a thorough understanding of user demographics, behaviors, and trends across multiple platforms. This allowed us to manage the brand's presence, create timely and appealing content, and carry out effective marketing and advertising campaigns.
AR FILTER CAMPAIGNS: CREATIVE & PERFORMANCE
Recognizing the potential of interactive content, An-yal created branded AR experiences to captivate users and boost DORCO's awareness and proximity with ideal audiences.
By integrating the filters with promoted challenge campaigns and collaborating with creators and influencers, we were able to increase the brand's engagement by over 35%. The filters themselves ranked among the top five effects on TikTok in 2023, gaining almost 1 million views.
INFLUENCER & CREATOR COLLABORATIONS
An-yal undertook a year-long creator collaboration program, working with a variety of influencers and creators to produce content for the DORCO brand and key products on a continuous basis.
Collaboration with nano- to mega-influencers active on YouTube, TikTok, and Instagram provided the brand with greater access to multiple user segments, resulting in significantly increased reach and engagement.
RESULTS
50 Million Social Media reach / 80 Million impressions / 1 million AR filter views /
Through the strategic integration of multiple activations, our work with DORCOI has resulted in tens of millions of engagements, impressions, and reach.
DORCO's presence and competitiveness in the Japanese market were strengthened by increased recognition and awareness, resulting in substantially higher demand, particularly for its hero product, DORCO PACE 6 PLUS.
