Brand Tracker

Welcome to the automated Brand Tracker diaries.

Japan

Why Does ‘IP’ Work in the Age of Information Overload? Designing IP Utilization That Leads to Results

Brand: Shinfield

Campaign: Attack on Titan Collaboration Campaign

Source: https://www.advertimes.com/20260831/article554261/

Goal: Increase brand awareness and drive customer engagement

Media: Social Media

Summary: The article discusses Shinfield's marketing strategy using intellectual property (IP) from manga and anime to engage customers amidst information overload in the digital age. It highlights a successful campaign for a major cosmetics company that utilized 'Attack on Titan' to enhance brand awareness and consumer interaction, showing how the integration of beloved narratives and fan engagement can lead to significant marketing success.

Japan

Resellers, You’d Better Sell Your Stock Quickly: Gundam Ace Postpones Card Supplement, Following Unusual Measures from Jump, Changing Supplement Culture

Brand: KADOKAWA

Campaign: Gundam Ace Card Sales Strategy

Source: https://www.advertimes.com/20260828/article555547/

Goal: To ensure fair distribution of collectible cards

Claim: Prohibit speculative buying

Media: Social Media, Print

Summary: KADOKAWA announced that it will not include a collectible card in the upcoming issue of 'Gundam Ace' due to overwhelming demand, aiming to find a new distribution method that allows the cards to reach a wider audience. Other manga publications are also modifying their sales methods to prevent bulk buying for resale. The response from readers regarding this change has been positive, expressing hope that alternate distributions will reduce the need to purchase overpriced resale items.

collectibles Manga retail strategy

Japan

Supplement ‘1 Yen Buyback’ Exposes Resellers’ Shame in ‘Jump No. 33’

Brand: Shueisha

Campaign: Weekly Shonen Jump No. 33 Special Reprint Campaign

Source: https://www.advertimes.com/20260810/article553877/

Goal: To address the resale issues caused by high demand for special edition cards

Claim: Special reprint edition without the card available for order

Media: Social media, Online store

Summary: Shueisha announced a special reprint of the Weekly Shonen Jump No. 33 without the 'ONE PIECE' card included, following significant demand and resale issues surrounding the original release. This reprint will be available for order from August 17 to August 27, with shipments scheduled between October and December. The response on social media has been mixed, welcoming the reprint but also expressing concerns over shipping delays and undisclosed pricing.

Manga One Piece resale Shonen Jump

Japan

In the New Summer CM, ‘Lost Sawabe’ and ‘Doubting Subaru’ Disappear

Brand: Comic Cmoa

Campaign: Three Manga Lovers – Too Much Fun with Genres

Source: https://www.advertimes.com/20260811/article553855/

Goal: Increase user intent to visit the site

Claim: Richness of genres

Media: TV commercial, Web, and SNS advertising

Summary: Comic Cmoa's new TV commercial for 2025 highlights the richness of its genres, showcasing three characters enjoying various categories such as battle, fantasy, gourmet, and mystery. The campaign aims to enhance user intent to visit the site by illustrating the appeal of the service. The company acknowledges the competitive nature of the e-book industry and focuses on maximizing reach to light users who usually don't read manga, while also utilizing targeted ads for users in the consideration phase.

advertising Manga TV commercial user engagement

Japan

Happy Tears: ‘Tennis Prince’ Final Issue Reprint Announcement

Brand: Shueisha

Campaign: Reprint Announcement for ‘Shin Tennis no Oujisama’ Final Issue

Source: https://www.advertimes.com/20260805/article553067/

Goal: Address reader demand through reprints and changes to promotional items

Claim: Reprint has been decided!

Media: Social Media, Magazine

Summary: Shueisha's monthly manga magazine 'Jump SQ.' has decided to reprint the September special issue featuring the finale of the popular manga 'Shin Tennis no Oujisama' due to high pre-release demand. Additionally, the editorial team changed their promotional strategy by stopping random insertions for supplementary items. The issue included a special CD as a commemorative item, and despite previous issues of hoarding and resale, the magazine noted a positive response towards the reprint via social media.

fan engagement Manga Marketing Strategy Reprint