mock campaign: studio ghibli
Role: Strategist
The Brand: Studio Ghibli, Inc. is a Japanese animation studio based in Koganei, Tokyo. It has a strong presence in the animation industry and has expanded its portfolio to include various media formats, such as short subjects, television commercials, and two television films.
The Challenge: Studio Ghibli is about quality and meaning, no matter the process of design or production but their awareness isn’t that high. Streaming platforms dominate the movie watching landscape and it can be difficult to bring awareness to films like these.
The Truth: Movie watchers are saturated with content and want unique shows but fall into watching what everyone else is watching. Adult audiences love animated films because they challenge their imaginations, teach valuable lessons about life, and express powerful messages that resonate with all audiences.
The Goal: To bring more awareness to Studio Ghibli as well as introduce a new audience sector in America. To bring Studio Ghibli to places like MFA, MOMA, ICA, and other art museums to bring more awareness to the production company and immerse consumers in the Studio Ghibli experience.
The Opportunity: Studio Ghibli has potential to explore new markets and capitalize off of Americans being interested in Japanese storytelling and animation.
The Final Deliverable: An experimental campaign focusing on the traditional marketing funnel—awareness, engagement, consideration, call-to-action—that starts at out-of-home promotional content and transitions to an in-person experience: Studio Ghibli exhibit and branded cafe at the Museum of Fine Arts.
Step 1: awareness
step 2: Engagement
Event Launch
Grand Opening Event
Interactive Exhibits
Themed Cafe Menu Reveal
Objective
Increase engagement and foot traffic at the Museum of Fine Arts exhibition.
Generate buzz and excitement around Studio Ghibli's artwork and films.
Drive traffic to the themed cafe and boost food sales.
Main Idea
Bringing Studio Ghibli’s complex and beautiful
animations to life in immersive ways, so you get
to experience being the main character.
Step 3: consideration
Buy advance tickets in exchange for movie character toys, an incentive that appeals to children and toy collectors. Opportunity for partnerships with ticketing apps.
Step 4: call-to-action
Pre-Event Promotion
Social Media Teasers
Collaborations/Partnerships with Influencers
Email Campaigns
On-Going Promotion
Social Media UGC #GhibliDreams #GhibliGrub
Encourage visitors to share their experiences on social media using a branded hashtag. Repost user-generated content to foster a sense of community and engagement.
Value Exchange
For audience: gain a rich, multi-faceted experience that deepens their
knowledge and connection with Studio Ghibli.
For Studio Ghibli: Engages a broad demographic, driving immediate
interactions through memorable experiences and social media
involvement, creating lifelong fans and advocates.