Case study
Client
Kodansha
Services
Social Media
Year
2024
Challenge
Ghost in the Shell is one of Japan’s most culturally significant franchises, yet it had no official global social presence. Millions of fans worldwide, in two languages, with a legacy that could not be cheapened by a generic launch.
Decision
I led the pitch and chose a bilingual content strategy from day one — English and Japanese as equals, not a translation afterthought — and creative built to respect the franchise’s legacy rather than chase trends.
Outcome
The first-ever official global Instagram and X accounts launched with overwhelmingly positive fan engagement and rapid audience growth.
Key metric
10,000+ X (Twitter) followers in the first week
The work
Ghost in the Shell - Global Social Launch
Led the successful pitch and oversaw the launch of the first-ever global official Instagram and Twitter accounts for Ghost in the Shell, one of Japan’s most iconic and culturally significant anime and manga franchises. Developed and implemented a bilingual content strategy across English and Japanese to maintain the brand’s legacy and meet the expectations of millions of passionate fans worldwide. Delivered high-impact, culturally resonant creative that achieved rapid audience growth, surpassing 10,000 Twitter followers within the first week and receiving overwhelmingly positive global fan engagement.
https://x.com/thegitsofficial
https://www.instagram.com/theghostintheshellofficial
