moku moku

For moku moku, we supported an Instagram-led sales strategy and promotion. Through two initiatives—ongoing management for the flagship Chiisana Maki Stove Konro and a launch campaign for the new Chiisana Hibachi—we helped turn a niche product into a brand people aspire to own.

Chiisana Maki Stove Konro: 20x sales, starting from social media
When we began, low awareness had capped monthly sales at five units. With no physical store, customer touchpoints were limited to e-commerce and events, and the account started with 450 followers.

We focused on making the product experience visible, posting seven Reels a month for a full year. Rather than simple product introductions, the videos showed how the stove is actually used and the flicker of the flame up close, inspiring viewers to want one themselves. We also brought in influencers, using a third-party perspective to build the credibility that brand-owned posts alone could not.

Chiisana Hibachi: 12,000 new followers in 10 days
To mark the launch of the new Chiisana Hibachi, we planned a giveaway campaign aimed at raising awareness and capturing prospective customers.

We deliberately set a higher bar for entry—leaving a comment—to encourage active engagement and boost algorithmic reach. Emotional teaser videos and still images conveyed the product's texture from multiple angles, keeping the focus on connection with the brand's world rather than the giveaway itself. After the campaign, we sent coupons to entrants who did not win, turning a moment of buzz into actual purchases.

Our deliverables included:
• Ongoing Instagram management (seven Reels a month)
• Planning and production of Reels and teaser videos
• Influencer casting and direction
• Planning and running the product launch campaign
• Designing the post-campaign coupon flow

Results:
• Surpassed the target of 100 units a month within one year (2,000% growth)
• 80% of site traffic came from Instagram
• Followers grew from 450 to over 30,000 in 18 months
• A Reel reached 1.32 million views in the third month
• Over 10,000 entries for the launch campaign
• 12,000 net new followers during the 10-day campaign

This project showed that, even without a physical store or a large ad budget, consistent content that conveys the product experience—paired with campaigns rooted in the brand's world—can significantly grow awareness and sales for a niche product.