Suntory Corporate Storytelling
Insight + Storymining + Storytelling + Ongoing Analysis
Suntory is the largest Japanese CPG company and has focused on building a solid foundation in preparation for its entry into the U.S. since 2016. Suntory has a legacy and promise of doing, crafting and sharing good as well as promoting its unique values – Quality & Craftsmanship, Yatte Minahare (Follow Your Nature) and Coexistence. Most importantly, humanity is at the center of everything Suntory does.
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.