Marketing for Creative and Cultural Spaces

OBJECTIVE

Drive awareness and student acquisition during university open days by positioning Kinokuniya as an essential destination for study, creativity, and self-expression.

IDEA

A social-first campaign showcasing what students carry based on their major, using Kinokuniya products as both functional and expressive tools. Inspired by the ‘what’s in my bag ‘trend, but repurposed to fit Kinokuniya's KPIs.

INSIGHT

Students use everyday objects (like their bags) to express identity, especially within their field of study. A famous example is ‘what’s in my bag’ trend.

EXECUTION

Content series, UGC activation, promotions (see the campaign overview graph below for details).

OBJECTIVE

Drive awareness and student acquisition during university open days by positioning Kinokuniya as an essential destination for study, creativity, and self-expression.

INSIGHT

Students use everyday objects (like their bags) to express identity, especially within their field of study. A famous example is ‘what’s in my bag’ trend.

IDEA

EXECUTION

Content series, UGC activation, promotions (see the campaign overview graph below for details).