In Japan childcare is mainly a woman’s job, and many mothers with newborn babies stay at home full-time with their baby who cannot speak yet. This creates a situation of stress for many of them.

Our idea was to give these mothers an original way to communicate with their baby: Turn Benesse’s LINE(*) account into a tool where mothers can enjoy a “virtual chat” with their baby: send a baby picture and get a “Baby Tweet” in return (the same picture augmented with a cute/fun tweet). Users can collect Baby Tweets and use them as stamps to communicate with family and friends on LINE.

(*)LINE is Japan’s most popular Social Media. It is a messenger&timeline app used by almost half of the Japanese population for everyday communication.

• Implementation

We used LINE APIs to turn Benesse’s LINE official account into a tool where mothers can enjoy a “virtual chat” with their baby: send a baby picture and get a “Baby Tweet” in return (the same picture augmented with a cute/fun tweet). Users can collect Baby Tweets and use them as stamps to communicate with family and friends on LINE. They can also ask Benesse to print their Baby Tweets as stickers than they can use to decorate their phone.

To participate, users just needed to add Benesse’s LINE account to their friend list in LINE (=user acquisition for Benesse).

• Timeline

This campaign was launched on October 9th 2015 and ended on January 14th 2016.

(Approximately 3 months)

• Placement

Campaign executed on LINE, and advertised through a WEB landing page.

• Scale

The campaign was available to every LINE user in Japan, but the potential target (mothers of 0-1 year old babies) is approximately 150,000 people in Japan.

The campaign was used by more than 150,000 users (15% of the potential target in Japan). We sent over 1,200,000 Baby Tweets in just 3 months.

This experiment of building a unique communication design targeted to a particular audience on Social Media proved very efficient to engage with new customers and gave precious insights for future campaigns.