Kodansha
Where Manga Meets
SOCIAL | Experiential | ENTERTAINMENT
As anime viewership in America surpassed Japan’s and manga sales surged globally, Kodansha faced a major opportunity: despite publishing iconic titles for more than a century, the brand remained largely unknown to North American audiences. Partnering with Kodansha, we developed an integrated marketing strategy to transform the company from a legacy publisher into a modern cultural force. Centered around the new brand platform, “Where Manga Meets,” the campaign connected manga, fandom, and American culture through social, digital, influencer, and experiential activations designed to deepen engagement and grow brand affinity.
The campaign culminated in Kodansha House, the brand’s first month-long immersive pop-up in New York City. We drove anticipation leading into the activation, generated live engagement throughout the experience, and sustained conversation long after the doors closed, transforming the space into both a fandom destination and a cultural touchpoint for the brand.
Along the way, we helped establish an always-on social presence that fostered a vibrant fan community where audiences felt seen, connected, and eager to participate.
In just seven months, the campaign exceeded benchmarks across awareness, engagement, and emotional loyalty. The work generated more than 350 million impressions, achieved engagement rates 153% above industry standards, increased social conversation by 170%, and drove website traffic composed of 57% new visitors, solidifying Kodansha’s place at the center of a rapidly growing manga fandom ecosystem.
Credits
Agency: Material
Production Partner: Hornet
Creative Directors: Sean Leonard & Nathan Tamburello
Copywriter: Allison Burzlaff