Ikeda is best known for creating content on his ‘Chii-tan☆’ accounts on Twitter, YouTube, and Instagram. He is also the sightseeing ambassador for the Japanese city of Susaki, a city known for its adorable mascots.
His Twitter account has over 960K followers and a video he produced became one of the most viral films in Japan for the first half of 2018. According to TBWA\Hakuhodo, content created for the ‘Chii-tan☆’ accounts averages 10,000 retweets on Twitter, earning over 500 million impressions in the first 10 months.
“It’s no exaggeration to say that Kohei is Japan’s number one Gen-Z content creator. He brings an entirely different perspective from ad agency creators, and that’s what makes it so exciting to have him now communicate for brands,” said Kazoo Sato, the chief creative officer, and executive creative director at TBWA\Hakuhodo.
“He understands what creates buzz for the smart-phone obsessed generation, and we intend to leverage this sensibility and perspective to involve brands in culture.”
In addition to hiring Ikeda, the agency has also launched a new online content channel called ‘THE_’, which captures Japan’s emerging trends, technology, and cultural shifts that might have an influence on society. It hopes this channel will help clients better understand and monitor consumer behavior.
In February, TBWA\Hakuhodo partnered Yukai Engineering, Crimson Technology, and Kotobukisun to form the Animegaphone Creators Committee to launch a new megaphone that can convert the user’s voice into someone else’s voice instantaneously to provide better crowd control in Japan.