Brand Tracker

Welcome to the automated Brand Tracker diaries.

Japan

Why is SHARP’s PR so ‘Stylish’? Various Impressive Responses During the Shortage of Naphtha and the 114th Birthday

Brand: Sharp

Campaign: Celebrating SHARP’s 114th Birthday

Source: https://www.advertimes.com/20260916/article557606/

Goal: To engage with users and celebrate the company's anniversary.

Claim: Let's be gentle as I am quite old.

Media: Twitter

Summary: On September 15, SHARP celebrated its 114th birthday with a heartfelt post on official social media, receiving numerous congratulatory messages from users. The company has shown a history of engaging with users through unique and proactive responses to societal issues, including support for live event viewing and managing product shortages.

Croatia

Grancereale PROTEIN+ Caught Attention on the Bike

Brand: Grancereale

Campaign: PROTEIN+

Source: https://www.marketingmagazin.si/opazeno/novi-oglasi/12021/grancereale-protein-je-mimoidoce-spravil-na-kolo/novice

Goal: Attract user attention on social media

Summary: The article discusses how to capture user attention on platforms where they quickly decide to engage with content or scroll past it, specifically in the context of the Grancereale PROTEIN+ campaign.

social media marketing user engagement

Italy

Netflix also brings vertical video feeds to Italy, facilitating content selection

Brand: Netflix

Campaign: Vertical Video Feed Introduction

Source: https://brand-news.it/media/tv/netflix-porta-anche-in-italia-il-feed-di-video-verticali-che-facilita-la-scelta-di-cosa-guardare/

Goal: To enhance content discovery and user experience on mobile devices

Claim: Making content discovery faster, simpler, and more enjoyable

Media: Mobile devices

Summary: Netflix has introduced vertical video feeds in Italy and globally, following initial previews in various countries, to aid users in content discovery on smartphones. This new feature is designed to simplify the user experience by providing a faster, visually engaging way to explore a vast library of content. Users can view quick clips tailored to their interests and easily save or share content. Future updates will also include podcasts and live programs.

mobile experience user engagement video discovery

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

Global

Coffee Meets Bagel brews up a new recipe for modern romance

Brand: Coffee Meets Bagel

Campaign: CMB 2.0

Source: https://www.marketing-interactive.com/coffee-meets-bagel-brews-up-a-new-recipe-for-modern-romance

Goal: To encourage meaningful connections in online dating.

Summary: Coffee Meets Bagel has launched a major refresh of its dating platform, named 'CMB 2.0', designed to combat dating fatigue and promote intentional dating. The overhaul includes new conversation tools, enhanced matchmaking, and features to facilitate offline connections. The update aims to address user frustrations with superficial interactions and promote deeper engagement. Key features include personalized conversation starters, a short biography for user profiles, and suggestions for real-life date activities. Supporting these changes, a rebuilt recommendation engine uses machine learning to adapt to user preferences, all while ensuring a focus on meaningful, lasting relationships.

dating machine learning online dating user engagement