SAKURA
Home Stories
Online Video
September 2012
Mission
Taiwan Sakura, a distinguished brand in the kitchen appliance industry, is celebrated for its high-quality products and outstanding customer service. Despite its success, the brand recognizes an opportunity to enhance emotional engagement with its customers.
In the context of rising divorce rates, single-parent families, and the digital age's impact on family dynamics, people are spending less time together at home, contributing to a sense of alienation. In response, Taiwan Sakura seeks to emphasize the paramount importance of love as the core value of a home. By championing the concept of a warm and loving home, the brand aspires to connect with customers on a deeper emotional level, fostering a stronger bond between individuals and the Taiwan Sakura brand.
Solution
To underscore the value of family and home, we carefully curated authentic stories of families in their domestic spaces. From these narratives, we crafted a compelling series of four online videos, culminating in a virtual film festival centered around the theme of family love. Harnessing the power of emotional storytelling, our goal was to establish a profound connection with our audience, evoking a deeper appreciation for familial bonds and the significance of shared moments at home. The campaign yielded exceptional results, with the videos generating a media impact exceeding USD $2 million. This success translated into heightened consumer engagement, a fortified brand image, and notable increases in both sales and brand reach for Taiwan Sakura.