City of Yokohama

Bringing online and real-world together.
Utilizing Instagram for overseas strategy.

Main Image

Yokohama City's Instagram account, "@findyouryokohama," aims to not only acquire followers from various countries, primarily in Asia but also to increase Yokohama's fan base and enhance its brand image, especially in anticipation of the Tokyo 2020 Olympics and Paralympics. TAM has been actively involved in planning the account, creating photos and videos, daily posts in native English with user interaction, running advertisements in six different languages worldwide, and developing the website. Additionally, TAM has organized events in key areas, such as Singapore and Hong Kong, collaborating with local influencers.

Events in each city

WEB SITE

findyouryokohama Instagram

Building a global Yokohama fanbase via Instagram

The primary mission is to convey Yokohama City's brand image through the dissemination of images and videos, acquiring followers who become ardent Yokohama fans from countries worldwide, particularly in Asia. Furthermore, there are high expectations to foster goodwill towards Yokohama and elevate the brand image through communication with followers. TAM has been dedicated to providing comprehensive support, from the inception of the account to creating compelling creative content, tailoring communication to international audiences, managing advertisements, and executing real-world events.

From conceiving the account concept to building a global operational framework

Drawing inspiration from Yokohama's brand slogan, "Inspire your soul," we formulated the account concept. Our roadmap aims to stimulate the curiosity and exploration of overseas Instagram users, particularly in Asia, fostering the growth of a creatively captivating global account. Furthermore, by incorporating foreign staff and collaborating with our Singapore branch, we've established a streamlined operational framework tailored to our target audience.

Captivating creativity and effective communication on Instagram

When it comes to crafting compelling content, we meticulously analyze Instagram's high-engagement posts. Through extensive research into the preferences of our global user base, we fine-tune our approach to photography and video production, ensuring that our content resonates effectively. To encourage a community where user-generated content thrives, we introduced the official hashtag "#myyokohama," prompting Yokohama residents to contribute their posts. From this pool, we curate and share photos that align seamlessly with our brand's vision, fostering personal interactions with each user to create an amicable and relatable account persona. Furthermore, we've expanded our online presence with a website designed to mirror our account's concept. This website boasts a responsive design, catering to smartphone users and ensuring a seamless browsing experience.

Captured images of the site for computers and smartphones

Daily operations and global advertising managed in native English

Our daily posts are executed by our international team members fluent in English. Beyond language fluency, we ensure that our posts resonate with a global audience by incorporating worldwide trends and important cultural events. Furthermore, we expand our advertising efforts across six languages, primarily targeting Asia. By continuously evaluating advertising responses and implementing PDCA (Plan-Do-Check-Act) cycles, we achieve precision in our operations, aligning them with the preferences of our target audience, and ultimately fostering fan engagement.

From real to online.
We conducted photo exhibitions in Singapore and Hong Kong.

To expand our overseas fan base, we actively organized real-world events in local markets. We hosted a photo exhibition titled 'Find you through me, find me through you' in Singapore and Hong Kong. In addition to showcasing photos from '@findyouryokohama,' we collaborated with local influencers in Yokohama, Singapore, and Hong Kong to resonate with the local audience, featuring photographs from each city. TAM's Social Team handled all aspects of planning, communication design, design, execution, audience engagement, and operation. In Singapore, this exhibition was featured as an official Parallel Event of the 'Singapore Biennale 2016.' Furthermore, in Hong Kong, we organized an opening event with local influencers to promote the exhibition. Thanks to influencer promotion, we reached an estimated 150,000 people with '@findyouryokohama.' Through direct communication with users in real life, we successfully gained highly engaged overseas users by directly sharing about our account."

Photo exhibitions in Hong Kong and Singapore

Quickly gaining international fans since launch

Through a range of initiatives that go beyond the online and offline boundaries, we achieved 10,000 followers within just six months of our launch. Furthermore, the average number of likes per follower is approximately 10%. Our Singapore photo exhibition attracted around 3,000 attendees and garnered us 700 new followers, while the Hong Kong photo exhibition drew approximately 3,600 attendees and added about 850 followers.

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