The Cove Asian localization for an Oscar-winning film

Brief

Create a culturally sensitive promotional campaign with Participant Media for the Japanese launch of The Cove, an award-winning documentary on the controversial topic of dolphin hunting.

Delivery

  • Localized website to aid the film’s distribution and viewership in Japan
  • Planned and managed campaigns on Japanese social media
  • Developed a custom blog and created high traffic content
  • Created Japanese localized PSA video

Results

  • Sellout screenings in Japan led to the film being picked up by 40% more theaters
  • Inspired an open forum at Kyoto Cinema and a panel discussion in Tokyo
  • Increased Twitter audience by 200% in 1 month
  • 150% audience growth on Japan’s #1 social media platform
  • Generated substantial coverage from mainstream Japanese media, including Fuji TV, Asahi Mainichi, Yomiuri Shinbun and Japan Times.

  • 40% Japanese Localization
  • 35%Content Creation
  • 15%Social Media
  • 10%Video Editing
40%

Japanese Localization

35%

Content Creation

15%

Social Media

10%

Video Editing

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btrax’s quick turnaround time enabled us to effectively promote our documentary to the Japanese audience.

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150% audience growth on Japan’s #1 social media platform
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