The document describes two social media campaigns by Suntory: 1) The "Happy Taku-nomi Campaign" on Facebook aims to increase beer sales by giving users a chance to win prizes by liking photos of people enjoying beer together. It targets university students and workers and posts at night. 2) The "Thank You Dad Campaign" on Twitter builds brand image by encouraging users to tweet appreciative messages about their fathers tagged with #thankyoudadsuntory, with winners receiving glasses with their father's name drawn randomly. It targets 20-40 year olds and posts at night. Both campaigns use a series of posts to grab attention, introduce the campaign, encourage participation and announce winners.

1. M A I K O Y O S H I D A
Content Strategy

2. Happy Taku-nomi Campaign
(Facebook)
 Purpose: Increase sales
 Main focus:
-To give an opportunity to have a precious time with
friends or family
-To show that Suntory is a part of users life
Entertaining content

3. Happy Taku-nomi Campaign
(Facebook)
 Audience: University students and working people
 Season: Summer (They want to drink beer)
Winter (Bounenkai season)
 What time: at night (university students and working
people see facebook at night)

4. Happy Taku-nomi Campaign
(Facebook)
 Topic
1st post: Announcing that Suntory is going to do a new
campaign in few days to grab customers’ attention

5. Happy Taku-nomi Campaign
(Facebook)
2nd post: Introducing this campaign on facebook
1. Post a photo on Suntory’s facebook page that shows
people having a Taku-nomi party with Suntory beer
2. Facebook users “Like” that photo if they think it
sounds fun
3. Person who gets many “Likes” can get
Sunttory beer!

6. Example
It sounds fun!
I “like this
picture.”

7. Happy Taku-nomi Campaign
(Facebook)
 3~4th post: Telling audience a current status
Encouraging
users to “Like”!
(Reminding)

8. Happy Taku-nomi Campaign
(Facebook)
 5th post: Announcing the winner

9. Thank You Dad Campaign
(Twitter)
 Purpose: Image building
 Main focus: To build an image that Suntory cares
about good relationships between fathers and sons
Entertaining content

10. Thank You Dad Campaign
(Twitter)
 Audience: between twenties to forties
 Season: May and at beginning of June
 What time: at night

11. Thank You Dad Campaign
(Twitter)
 Topic
1st post: Announcing that Suntory is going to do a new
campaign in few days to
grab customers’ attention

12. Thank You Dad Campaign
(Twitter)
 2nd post: Introducing this campaign on twitter
1. Users tweet appreciative words to their dads with
#thankyoudadsuntory
2. Suntory sends glasses to people who participated in
this campaign with their
father’s name by drawing
lots

13. Thank You Dad Campaign
(Twitter)
 3-4th post: Calling followers for participation

14. Thank You Dad Campaign
(Twitter)
 5th post: Announcing winners’ tweets