Provided comprehensive support for community building and brand awareness of "HOW’z," a collaborative hub launched in Harakado, Harajuku, by Shunkado—the long-established confectioner famous for "Unagi Pie." Under the theme "CREATE BY LOCAL," we executed a total promotion strategy blending digital and physical touchpoints to convey the brand’s core values, such as its commitment to ingredients and its deep connections with producers, to an urban target audience. For Instagram, we intentionally avoided standardized templates, instead creating bespoke content that pursued a "warm, eclectic harmony," resulting in an increase of approximately 1,200 followers within the first eight months. In addition to digital efforts, we provided end-to-end direction for "Wakuri FES," an experiential event where customers could interact with producers, as well as various on-site initiatives. By acting as a strategic partner—proposing optimal solutions for evolving challenges—we successfully established diverse touchpoints between the brand and its community.

「うなぎパイ」の春華堂が原宿・ハラカドにオープンした、クリエイターや生産者との共創拠点『HOW’z』の認知拡大のためにコミュニティ形成から全体的にサポート。 「CREATE BY LOCAL」をテーマに、食材へのこだわりや生産者との繋がりというブランドの本質的な価値を都市部のターゲット層へ届けるべく、デジタルとリアルを融合させたトータルプロモーションを展開した。 　Instagram運用では、あえてテンプレート化せず一投稿ごとに「あたたかみのあるごちゃ混ぜ感」を追求したクリエイティブを制作することで、開始8ヶ月でフォロワー約1,200人増を達成した。また生産者と触れ合える体験型イベント「わくりFES」や店頭施策のディレクションを一貫して実施。 その時々の課題に対して最適な手法を提案しながら伴走したことによって、様々な接点を生むことができた。

Director　Mikiko Matsuno