Challenge

Drive awareness and engagement for Spain among Japanese travelers during a period of weakened outbound demand due to currency pressures. The work required more than translation — content needed to be adapted to local preferences, with the right creators and messaging to resonate in-market.

Strategy

HOGO operated as an extension of the local and global teams, working across Tokyo and Madrid to align on priorities while tailoring execution for Japan.

The approach combined localized content development, careful KOL selection, and consistent community engagement — all supported by ongoing performance analysis to refine messaging and improve results over time.

Scope of Work

• Social media content planning and development for Japan market channels
• Localization of global assets, including copy, video, and voiceover
• End-to-end asset production and management
• Community management across all active platforms
• Identification, negotiation, and management of Japanese KOLs
• Campaign support including creator-led travel initiatives to Spain
• Weekly and monthly reporting with performance insights and recommendations

Results

• Maintained consistent, error-free communication across all social channels
• Delivered one of the highest engagement levels across Turespaña's global accounts
• Successfully onboarded and managed 100% of requested Japanese KOL partnerships