Brand marketing, how does Okamoto capture consumers?

In the context of consumption upgrading, Okamoto uses its differentiated brand uniqueness, focuses on accurate insights into consumers, and leverages precise traffic platforms to complete user acquisition and brand communication; it takes steady steps in brand building to ultimately achieve product and effect integration.

If marketing is a battlefield, then sex toys may be the most intense area in recent years.

Some forge ahead bravely, some decline in the lows, and some break through in a low-key manner.

Sixteen years ago, Okamoto entered China. As one of the world's top condom brands, it was a latecomer to the Chinese market.

Sixteen years later, Okamoto occupied 70% of the Chinese high-end condom market, and "003" became the conventional product context and the best footnote to Okamoto's strong competitiveness.

1. Create a digital tablet series to refine the core product strength and occupy the user's mind

Good positioning is half of successful marketing.

Okamoto pioneered the digital thin product series, focusing on "high-end ultra-thin condoms". Differentiated product features and brand communication strategies became the key to success.

Whether it is using the imaginative "Okamoto Museum" to demonstrate the strict control of the production process, or using the "Miyamoto Musashi's Ultimate Journey " to demonstrate the constant pursuit of the ultimate ultra-thin experience, the concept of "Okamoto = ultra-thin" has been deeply rooted in people's hearts.

The "digital thin" has enhanced users' brand perception of Okamoto, reduced user acceptance costs, promoted conversion rates , and helped Okamoto quickly establish the market in the early stages.

This is also why "Look at Dudu for marketing copy , and buy Okamoto if you want to buy."

2. Insight into changes in consumer demand and continue to strengthen brand propositions

As the brand has accumulated a certain number of users and user reputation, Okamoto has further gained insight into consumer needs and continued to optimize its product strength. In terms of content dissemination, the focus has shifted from conveying the functional benefits of products to engaging with consumers emotionally, further clarifying the brand concept.

Last year, the new Lubricant 003 was launched at the right time on Double Eleven , which was in the context of the rise of female consumer power and the growth of purchasing power in the sex toy market.

Through its brand proposition of caring for women and focusing on improving intimate relationships between men and women, Okamoto gives consumers emotional identification and belonging, and is widely recognized by consumers.

"Take good care of me, and I can buy, buy, buy, and spend as much as I want."

3. Diversified social communication to achieve in-depth interactive communication between brand users

A firm digital thin product series strategy, precise user insight mining, and continued consolidation of brand propositions have helped Okamoto rapidly enhance its brand power.

In preparation for Double Eleven this year, Okamoto launched a series of marketing combinations.

We use our own platforms to cultivate content to empower users, collaborate across platforms to unleash brand potential, customize TVC short films for multi- channel operations , and conduct diversified social communications to achieve in-depth interactive communication between brands and users.

1. Cultivate high-quality content and continue to empower users

In September, when the school starts, Okamoto opens its main content platform "Okamoto Academy" to explore the unknown and extremes of human nature, and to offer suggestions for intimacy between the sexes through natural science classes, body shape classes, mood classes, cultural classes, history classes, and experimental classes.

It empowers users by delivering high-value new knowledge content; at the same time, it invites masters of gender emotions to give lectures, which lays the groundwork for debates on gender issues on Zhihu and also draws traffic for topic marketing events; and based on WeChat itself, it carries out social fission activities to continuously drive user growth .

1. Cross-platform cooperation with Zhihu, UGC and self-propagation go hand in hand

After grasping the insight point, if the communication created can resonate with people or even vent their emotions, then the niche topic will spread into a public topic, and then trigger even larger-scale follow-up attention.

In response to this, Okamoto created a marketing topic on Zhihu titled "Should girls participate in the issue of buying condoms?", focusing on the theme of "liberation of gender relations."

On the site, the Okamoto brand question was used to initiate a debate between the sexes, which attracted attention and spread the message. Then, the topic on Zhihu was created to increase traffic exposure, which led to resonance and participation in the behavior of "Should girls participate in "buying condoms"?". The activity was then brought to a climax through the interaction of answers from gender psychology experts such as Li Yinhe, and ultimately further amplified its influence.

Outside the site, we use question-and-answer content as communication material to communicate with consumers, and combine external Weibo and WeChat H5 communications to create volume, ultimately directing traffic to JD.com’s flash sale day events.

In terms of communication, the choice of this topic marketing event was unconventional.

• Li Yinhe: A gender sociology expert with sharp words who can always touch the hearts of fans, a contemporary pioneer feminist female intellectual, and an opinion leader with nearly 10 million fans;
• Zhihu: A question-and-answer community that focuses on humanity and meets the needs of contemporary people for novelty, exploration, and solving puzzles. It is China's largest UGC knowledge social platform where countless people discuss and express independent views every day.

Based on the extremely high scalability of the topic itself, Okamoto chose Li Yinhe to speak on the platform, which caused strong repercussions and discussions among fans, and many of them interpreted the topic from their own perspectives.

Secondly, the exposure of Zhihu’s on-site resources helps brands attract targeted users. The Zhihu question page is embedded in JD.com’s flash sale day traffic diversion, which in turn draws users step by step into consumption conversion . The long-tail effect of question-and-answer content helps brands achieve longer-term results and establish a word-of-mouth social platform.

1. TVC short films are precisely placed to strengthen core product strength

In addition to a series of social marketing actions, Okamoto also shot a concept advertisement during the Double Eleven warm-up period. The product features of thinness, softness, smoothness and natural fit speak for the unspoken love between men and women.

The short film uses large-scale conceptual shots, parallel editing and interspersed with a small number of product shots to narrate the product. It reflects the product characteristics with rich visual elements, and the special effects around the product outline enhance the product image.

Platinum Okamoto 003 leaped up from the smooth and delicate silver-white silk, like the tremors induced in foreplay.

The strong smell of hormones releases the most deadly attraction.

In the special effects of eliminating desertification, three products of Okamoto 003 appeared one by one while rotating and tumbling.

The cross-dressing scene foreshadows the beginning of a wonderful exploration of the private parts of the body.

Soft purple bubbles approached each other, expanded, collided, bounced, and stuck together.

The amazing "perfect seamlessness" allows lovers to feel each other's body temperature and pulse at close range.

The black keys stretching up and down can be extended and retracted freely, giving rise to a refreshing and pleasant feeling.

Back and forth, awakening the restrained desire.

The refreshing hot feeling roams everywhere, and the potential sensitivity is no longer restrained.

The exhilarating and splashing "sexiness" resolved the urgent problem in time.

The "pearls and jade" slid down and created ripples the moment they entered the water. The gurgling water makes a pleasant sound, revealing joy.

The euphoria during the climax flows freely through every inch of skin.

Following a series of quick clips, Okamoto 003 products are back in our sight. Its advantages such as high fit, great flexibility, and extreme ultra-thin lubrication are perfectly presented through the metaphor of a sexual experience.

At the same time, these TVCs are also precisely delivered on targeted platforms and WeChat Moments to attract audience attention. Each Moments advertisement includes a link to e -commerce , further helping Okamoto achieve sales conversion.

IV. Conclusion

Overall, this Double Eleven marketing event was well controlled from beginning to end.

It perfectly attracted users' attention with Okamoto College during the warm-up period, and created suspense and triggered discussions through Zhihu topic debates, establishing a word-of-mouth social platform. Then, before Double Eleven, it gave users a clear purchasing direction with TVC advertising, completing the final push for sales conversion.

In the context of consumption upgrading, Okamoto uses its differentiated brand uniqueness, precise insights into consumers, and precise traffic platforms to achieve user acquisition and brand communication.

With more than 80 years of ingenious craftsmanship, Okamoto has consolidated the leading brand power of its digital thin series products in the high-end condom industry, and has taken steady steps in brand building to ultimately achieve product and effect integration.

Source: Mr. StarYan