Allied Architects supported Bacardi Japan’s ambassador program and fan meeting for Dewar’s official X account. It analyzed Category Entry Points (CEPs) using voice-of-customer data from Kaname.ax, centered the program on the “drinking at home” occasion, expanded the ambassador base to approximately 350, and brought applications for the first fan meeting to 117% of the target.
Allied Architects supported the execution of Bacardi Japan’s ambassador program and fan meeting for the official Dewar’s X account. Using Kaname.ax, it analyzed Category Entry Points (CEPs) from voice-of-customer data and established “drinking at home” as the central focus of the program. As a result, the number of ambassadors expanded to approximately 350, and applications for the first fan meeting reached 117% of the target.
As part of its fan acquisition efforts, the company accepted participation through follows and comments originating from organic posts and conducted a user-generated content campaign. Winners of the Excellence Award and Grand Prize received certificates recognizing them as Dewar’s official ambassadors, while the official account responded via replies to strengthen two-way communication. As a result, approximately 350 core fans were acquired.
To deepen relationships with fans, the company held its first fan meeting in a hybrid offline and online format. It offered a range of content, including a Dewar’s examination, a distillery tour, and tastings. Applications reached 117% of the target, satisfaction was 96%, the percentage of participants who would recommend the event to acquaintances was 88%, and the intention to continue participating was 100%. The event was also covered in media reports afterward.