A 100-yen concept store called Oomomo opened for business in West Edmonton Mall in the summer of 2017. While 100-yen concept stores are extremely popular in Japan, they are not as well known in Canada.

Oomomo came to our firm wanting to grow their brand awareness in the Edmonton area.

What did we do? 

I served as both the Account Manager and the Content Marketing Specialist on this account. Teamed up with the Analytics Specialist at our firm, we put together a marketing plan for Oomomo that detailed the following:

  • Competitive analysis
  • Content strategy
    • Campaign overview
    • Photography direction
    • Brand voice
    • Target audiences
    • Editorial calendar

Our team decided to go with a “kitchenware campaign” after the client informed us that their unique Japanese kitchenware attracted many customers.

We spent two months building out strategy, as well as revamping their old website, before fully launching a social media campaign, which included:

  • 2 Facebook posts per week
  • 2 Instagram posts per week
  • 2 Pinterests posts per week
  • 1-2 blogs per month
  • Monthly e-newsletter
  • Campaign-specific photography

See the strategy here: Oomomo Marketing Strategy (Phase 1 and Phase 2) 

Social Media Content

All of the social content, blogs and e-newsletters were created by me.

Facebook samples

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Social Media Schedule: Oomomo Social Media Schedule





I was in charge of designing, writing and sending out the e-newsletter for a 2-month period.

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Design Pieces

While we had a graphic designer at our firm who designed much of the pieces for this client, I created a few design pieces for them myself as well.

Call to Action for e-newsletter subscriptions 


Graphics for Pinterest 

Blog graphic


  • Oomomo went from 0 e-newsletter subscribers to 168 in two short months.
  • Facebook page likes went from 739 to 1,578. 
  • Oomomo’s very first blog post, when posted to their Facebook page, garnered 185 likes, 34 shares and over 20 comments to date. Total reach of that blog post on Facebook was over 15,000.
  • Instagram followers went from approximately 250 to over 2,000. 
  • Website sessions, pageviews and users increased month over month.
  • Our team generated a total of 2,943 total likes across the 22 Instagram posts we made throughout this campaign.

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Published by Marina Khonaisser

Hi! I'm Marina, a Content Manager and Digital Strategist passionate about building brands and developing online content strategies that tell captivating stories.

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