In Japan, women are hesitant to speak out their opinions against men. Instead, they tend to throw frustration out on twitter. KIRIN NODOGOSHI ALL LIGHT is a light beer popular amongst women, known for the tagline “Free yourself”. They decided to take a step forward, to free women from frustration, and achieve engagement with their fans.

We launched this service on 8th June 2016. We issued the PR release about this campaign, and used twitter ads effectively, including a “promoted trend” hashtag. Many people, including individual influencers and official accounts of other companies, participated in this unique twitter campaign. In addition, we analyzed data of women’s frustration and released this on PR.