Bite, Snack, and Meal Approach
Since 2016, APCO has been partnering with Suntory to find a way to establish this community in the U.S. by making Suntory a better-known company from a corporate perspective with a strategy based on strong research and digital insights. APCO identified a core group of targeted audiences who shared their values of always doing, creating and sharing, and built a community around them through a curated storytelling platform.
Through the design and execution of a proactive and reactive brand video programming informed by audience and trend research, APCO leveraged serialized content as the center of the storytelling strategy in order to orchestrate Suntory’s corporate philosophy by driving maximum reach with our targeted audience. A timely storytelling and “bite, snack and meal” approach became critical to developing our stories to be tailored to what we knew our audience cared about.
As an ongoing process, analysis with digital hearing tools for opportunistic engagement around timely topics and conversations through a more flexible engagement strategy to tie content into current conversations, increasing overall reach, impressions and engagement.
Suntory Corp Comms Book
And...An Award-Winning Website
The new website has received high praise from both internal and external stakeholders, who have recognized it as building a solid foundation in preparation for Suntory’s entry into the U.S. market. Moreover, since its successful launch in November 2016, the U.S. microsite has become a main platform for sharing Suntory U.S.’s core values and most recent news, building awareness and engagement with relevant media channels, influencers and online communities. As a defining achievement of this success, Suntory senior leadership in Japan selected the U.S. microsite as the benchmark for the re-design of its global website. More importantly, the Suntory Vietnam microsite – which followed the direction of the U.S. microsite won the W3 Gold Award.Check Suntory Website Case Study >