WORKS

#Content Marketing

Brain-child of former Line CEO, Akira Morikawa, C Channel is a leading Female-targeted Fashion and Lifestyle media channel from Japan sharing practical and inspirational bite-sized content for Asian women.

Scope & Potential

Brain-child of former Line CEO, Akira Morikawa, C Channel is a leading Female-targeted Fashion and Lifestyle E-magazine in Japan. Encompassing a variety of lifestyle interests such as Beauty, Food, Fashion and more, C Channel positions itself as a highly relevant channel for the modern women to access bite-size insightful tips and hacks through short 60s videos.

With the rise of video marketing (81% of businesses relying on video marrketing in 2020) and stronger sentiments towards soft-sell approaches in the local market, ABC HORIZON understood the vast potential of this platform and undertook the management and sales activities of C Channel in Singapore and Malaysia in 2019.

Strategies & Execution

Employed strategically as an advertising tool for brands, C Channel videos deliver strong, genuine engagements to a network of 500,000+ women in Singapore and Malaysia, via a story-telling approach to communicate brand / product messages effectively.

Condensing of product usability messages into under 60s is a key point in C Channel videos. A storyline is usually crafted with the products' usage weaved in seamlessly, to help the audience visualise the intended usage and in turn encourage interest in experiencing the products themselves.

Results

C Channel's soft-sell video advertising strategy has proven efficacious across a multitude of brands and industries.

One such example would be a Daiso-branded C Channel video created and launched in Japan for its domestic market, featuring the various usage for a simple hosehold hook. The video noted extremely strong positive audience sentiments and saw a corresponding 400% increase in Daiso's sales of the featured product.

The viability of global brands employing this startegy across different markets can be explored, to maximise the ROIs on the video created.