CASE STUDY
JAPANESE FILM FESTIVAL
Disclaimer: Copyrighted materials not owned by PAPER & PAGE (Thailand) Co., Ltd. are provided for informational purposes
and constitute fair use under Section 32 of the Copyright Act B.E. 2537 (1994).
CASE STUDY
JAPANESE FILM FESTIVAL
Disclaimer: Copyrighted materials not owned by PAPER & PAGE (Thailand) Co., Ltd. are provided for informational purposes
and constitute fair use under Section 32 of the Copyright Act B.E. 2537 (1994).
CASE STUDY
JAPANESE FILM FESTIVAL
Disclaimer: Copyrighted materials not owned by PAPER & PAGE (Thailand) Co., Ltd. are provided for informational purposes
and constitute fair use under Section 32 of the Copyright Act B.E. 2537 (1994).
THE CLIENT
THE CLIENT
THE CLIENT
THE JAPAN FOUNDATION, a government-funded nonprofit institution dedicated to international cultural exchange between Japan and the world, was organizing the Japanese Film Festival 2022 (#JFF2022) as a series of online and offline events, their first since a nearly two-year-long hiatus.
Its national office, Japan Foundation, Bangkok (JFBKK), tasked
PAPER & PAGE with promoting JFF2022 by earning coverage in local media as well as creating and managing Facebook content. Our goal was to
achieve at least 20,000 account registrations for its streaming platform
JFF+.
THE JAPAN FOUNDATION, a government-funded nonprofit institution dedicated to international cultural exchange between Japan and the world, was organizing the Japanese Film Festival 2022 (#JFF2022) as a series of online and offline events, their first since a nearly two-year-long hiatus.
Its national office, Japan Foundation, Bangkok (JFBKK), tasked PAPER & PAGE with promoting JFF2022 by earning coverage in local media as well as creating and managing Facebook content. Our goal was to achieve at least 20,000 account registrations for its streaming platform JFF+.
THE PROBLEM
THE PROBLEM
THE PROBLEM
Is there such a thing as too much content? JFF2022 had grown into a complicated affair of four festivals with overlapping lineups of 49 films spread over four months:
Is there such a thing as too much content? JFF2022 had grown into a complicated affair of four festivals with overlapping lineups of 49 films spread over four months:
1
Japanese
Film Festival
Online 2022
(Pre-Event)
2
CROSSCUT ASIA:
Delicious!
Online Film
Festival 2022
3
Japanese
Film Festival
2022
(Bangkok Onsite
and Chiang Mai Onsite)
4
Japanese
Film Festival
2022
(Main Event)
1
Japanese
Film Festival
Online 2022
(Pre-Event)
2
CROSSCUT ASIA:
Delicious!
Online Film
Festival 2022
3
Japanese
Film Festival
2022
(Bangkok Onsite
and Chiang Mai Onsite)
4
Japanese
Film Festival
2022
(Main Event)
1
Japanese
Film Festival
Online 2022
(Pre-Event)
2
CROSSCUT ASIA:
Delicious!
Online Film
Festival 2022
3
Japanese
Film Festival
2022
(Bangkok Onsite
and Chiang Mai Onsite)
4
Japanese
Film Festival
2022
(Main Event)
Then there was the streaming platform, which proved to be something of a double-edged katana. JFF+ limits the number of screenings for each film, which recreates the physical limitations of movie theaters and helps the platform to retain an element of fear of missing out (FOMO).
Cinephiles would have to sign up and watch early on if they wanted to enjoy certain films. At the same time, it also means we’d have to drive attendance to all of the films equally, instead of prioritizing tentpole flicks. Posting about each of the films individually could run the risk of oversaturating the JFBKK Facebook Page, which was still required to promote the Foundation’s other activities.
The success of JFF2022 would hinge on PAPER & PAGE’s ability to curate and localize festival content to reach the right target groups for maximum conversion—not only to sign up for JFF+, but to watch a broad swath of films across the entire festival.
Then there was the streaming platform, which proved to be something of a double-edged katana. JFF+ limits the number of screenings for each film, which recreates the physical limitations of movie theaters and helps the platform to retain an element of fear of missing out (FOMO).
Cinephiles would have to sign up and watch early on if they wanted to enjoy certain films. At the same time, it also means we’d have to drive attendance to all of the films equally, instead of prioritizing tentpole flicks. Posting about each of the films individually could run the risk of oversaturating the JFBKK Facebook Page, which was still required to promote the Foundation’s other activities.
The success of JFF2022 would hinge on PAPER & PAGE’s ability to curate and localize festival content to reach the right target groups for maximum conversion—not only to sign up for JFF+, but to watch a broad swath of films across the entire festival.
THE SOLUTION
THE SOLUTION
The “oni” is in the details. In order to effectively allocate our advertising budget, we devised
a three-phased media program to experiment (Phase 1), optimize (Phase 2), and maximize (Phase 3)
our implementation.
The “oni” is in the details. In order to effectively allocate our advertising budget, we devised a three-phased media program to experiment (Phase 1), optimize (Phase 2), and maximize (Phase 3) our implementation.
For each JFF event, we created Page promotions and three types of Facebook posts: announcements that would unveil the film lineups, synopses grouped by genre or theme, and tutorials for JFF+ registration. This approach required meticulous planning and market research to effectively drive traffic to client websites, including A/B testing and sifting through Japanese-only websites and niche movie reviews to better understand the films we were promoting.
For each JFF event, we created Page promotions and three types of Facebook posts: announcements that would unveil the film lineups, synopses grouped by genre or theme, and tutorials for JFF+ registration. This approach required meticulous planning and market research to effectively drive traffic to client websites, including A/B testing and sifting through Japanese-only websites and niche movie reviews to better understand the films we were promoting.
BRANDED
SOCIAL MEDIA CONTENT
Each post would also be accompanied by
posters and graphics designed according to
the brand language of the Japanese
Film Festival.
BRANDED
SOCIAL MEDIA CONTENT
Each post would also be accompanied by posters and graphics
designed according to the brand language of the Japanese Film
Festival.
BILINGUAL
PRESS RELEASES
A week before each event,
PAPER & PAGE translated and
distributed bilingual press releases
to the social media pages of leading
anime, film, entertainment, and
lifestyle media outlets for
widespread and effective coverage.
BILINGUAL
PRESS RELEASES
A week before each event, PAPER & PAGE translated and
distributed bilingual press releases to the social media pages of
leading anime, film, entertainment, and lifestyle media outlets for
widespread and effective coverage.
TOOLS & METHODS
MEDIA & PUBLIC
RELATIONS
SOCIAL MEDIA
MARKETING
PRESS RELEASE
DISTRIBUTION
CONTENT CREATION & COPYWRITING • LOCALIZATION & TRANSLATION • GRAPHIC DESIGN
THE RESULT
THE RESULT
The Japanese Film Festival 2022 was a major hit.
JFBKK had originally contracted PAPER & PAGE to promote and manage their
online events, but was so impressed with our performance that the agency’s role
was expanded to include the onsite festivals in Bangkok and Chiang Mai.
ONLINE REACH
200+
TOP-TIER MEDIA OUTLETS
IMPACT
IMPACT
IMPACT
Our social media and online PR campaigns led JFF+ to smash its
account registration goal of 20,000 with over 45,800 signups.
This, coupled with sold-out screenings that led many movie-goers
to call for larger theater venues, underlines PAPER & PAGE’s ability
to build hype for events in Thailand and Southeast Asia.
Our social media and online PR campaigns led JFF+ to smash its account registration goal of 20,000 with over 45,800 signups. This, coupled with sold-out screenings that led many movie-goers to call for larger theater venues, underlines PAPER & PAGE’s ability to build hype for events in Thailand and Southeast Asia.
CASE STUDY
JAPANESE FILM FESTIVAL
Disclaimer: Copyrighted materials not owned by PAPER & PAGE (Thailand) Co., Ltd. are provided
for informational purposes and constitute fair use under Section 32 of the Copyright Act B.E. 2537
(1994).
THE CLIENT
THE JAPAN FOUNDATION, a government-funded nonprofit institution dedicated to international cultural exchange between Japan and the world, was organizing the Japanese Film Festival 2022 (#JFF2022) as a series of online and offline events, their first since a nearly two-year-long hiatus.account registrations for its streaming platform JFF+.
Its national office, Japan Foundation, Bangkok (JFBKK), tasked PAPER & PAGE with promoting JFF2022 by earning coverage in local media as well as creating and managing Facebook content. Our goal was to achieve at least 20,000 account registrations for its streaming platform JFF+.
THE PROBLEM
Is there such a thing as too much content? JFF2022 had grown into a complicated affair of four festivals with overlapping lineups of 49 films spread over four months:
Then there was the streaming platform, which proved to be something of a double-edged katana. JFF+ limits the number of screenings for each film, which recreates the physical limitations of movie theaters and helps the platform to retain an element of fear of missing out (FOMO).
Cinephiles would have to sign up and watch early on if they wantedto enjoy certain films. At the same time, it also means we’d have to drive attendance to all of the films equally, instead of prioritizing tentpole flicks. Posting about each of the films individually could run the risk of oversaturating the JFBKK Facebook Page, which was still required to promote the Foundation’s other activities.
The success of JFF2022 would hinge on PAPER & PAGE’s ability to curate and localize festival content to reach the right target groups for maximum conversion—not only to sign up for JFF+, but to watch a broad swath of films across the entire festival.
THE SOLUTION
The “oni” is in the details. In order to effectively allocate our
advertising budget, we devised a three-phased media
program to experiment (Phase 1), optimize (Phase 2),
and maximize (Phase 3) our implementation.
For each JFF event, we created Page promotions and three types of Facebook posts: announcements that would unveil the film lineups, synopses grouped by genre or theme, and tutorials for JFF+ registration. Each post would also be accompanied by posters and graphics designed according to the brand language of the Japanese Film Festival.
BRANDED
SOCIAL MEDIA CONTENT
Each post would also be accompanied by posters and graphics designed according to the brand language of the Japanese Film Festival.
BILINGUAL PRESS RELEASES
A week before each event, PAPER & PAGE translated and distributed bilingual press releases to the social media pages of leading anime, film, entertainment, and lifestyle media outlets for widespread and effective coverage.
TOOLS & METHODS
MEDIA & PUBLIC
RELATIONS
SOCIAL MEDIA
MARKETING
PRESS RELEASE
DISTRIBUTION
CONTENT CREATION & COPYWRITING /
LOCALIZATION & TRANSLATION / GRAPHIC DESIGN
MEDIA & PUBLIC
RELATIONS
SOCIAL MEDIA
MARKETING
PRESS RELEASE
DISTRIBUTION
CONTENT CREATION & COPYWRITING /
LOCALIZATION & TRANSLATION / GRAPHIC DESIGN
THE RESULT
THE RESULT
The Japanese Film Festival 2022 was a major hit.
JFBKK had originally contracted PAPER & PAGE to promote and manage their online events, but was so impressed with our performance that the agency’s role was expanded to include the onsite festivals
in Bangkok and Chiang Mai.
ONLINE REACH
200+
TOP-TIER MEDIA OUTLETS
IMPACT
IMPACT
Our social media and online PR campaigns led JFF+ to smash its account registration goal of 20,000 with over 45,800 signups. This, coupled with sold-out screenings that led many movie-goers to call for larger theater venues, underlines PAPER & PAGE’s ability to build hype for events in Thailand and Southeast Asia.
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PAPER & PAGE (Thailand) Co., Ltd.
188 Spring Tower, Floor 12, Phaya Thai Road, Thung Phaya Thai,
Ratchathewi, Bangkok 10400, Thailand
Services:
Digital Marketing
Online PR
Web Development
Services:
Digital Marketing
Online PR
Web Development
