Japan’s Second-Hand Goods Trading App
ONLINE AND OFFLINE INTEGRATION FOR BRAND LOCALIZATION
Mercari is a Japanese online marketplace where users can easily buy or sell used items, including clothing, electronics, home goods, toys, and more. Mercari launched in both Japan and the U.S. and it is beloved by users.
Marketing Objectives
Platforms
Platforms
Total Views
280 million+
Total Views
280million+
KOL/KOC
200+
KOL/KOC
200+
Areas
Hong Kong
Taiwan
Areas
Hong Kong
Taiwan
Project Challenges
Mercari faced low brand awareness, cultural adaptation issues, differences in consumer habits, trust and security concerns, as well as localization issues related to payment and logistics.
Solution
◎Platform Strategy: Developed a strategy centered on Instagram and TikTok, tailored to Taiwanese user habits, and selected influencers with experience living in Japan.
◎Content Sharing: Focused on Japanese original figurines as an entry point, targeting anime fan users.
◎Offline Events: Organized a themed event titled "One Second Back to the Showa Era," combining both online and offline experiences to foster deeper emotional connections with users.
Project Results
◎Increased Brand Visibility: Built a matrix of over 200 KOL/KOC influencers to enhance brand reach.
◎Consistent Brand Exposure: Published more than 300 videos, generating a total of over 280 million views.
