The catch-copy for the campaign was “Soredemo, watashi” meaning “Still me / Even then, I”.

3 new overlapping product lines released. Using the number “3” as a keyword, 45 youtube videos and 20 Instagram photos were combined to create a single video. “3 models” (all of whom were actually Rena Takeshita) were shown wearing different clothes in three different situations, communicating the concept that in all situations and fashion coordinations “You” are the core component.

The video consists of a video created by interlocking 45 Youtube videos, and 20 Instagram photos.

Fans on Youtube and Instagram can get the backstories and inside scoop from Rena Takeshita and the composer Yuko Ando by clicking on any pictures of video during playback. Each image links to either the “niko and…” Youtube channel, or Rena Tekshita or Yuko Ando’s Instagram accounts.

Also for a unique viewing experience, images can be linked together using 3 smartphones, allowing users to see the project in a different way from on a computer.

“niko and ...” attracted much attention and interest especially on SNS.

?More than one in five Japanese women viewed the campaign. Sales increased by around 120% from the previous month during the promotion. Also the search rate increased by around 130%. A wide range of customers were familiarised with the 3 new lines.

Most Women loved that the new apparel lines overlapped for more fashion versatility.

As a result “niko and ...” improved their consumer market in Japan.