Genki Sushi
How do you cut through a saturated space beyond virality alone?
Campaign Name
Genki Sushi Christmas
Genki Sushi
How do you cut through a saturated space beyond virality alone?
Set against the highly competitive year-end season, this campaign focused on strengthening Genki Sushi’s presence through influencer marketing that balanced cultural relevance with consistency. Rather than building the plan around the unpredictability of viral success, the strategy treated trend-led content as an opportunity, not a dependency. This was complemented by a high volume of quality creators to ensure sustained visibility across the campaign period, allowing Genki to remain present, relevant, and culturally aligned during one of the noisiest advertising windows of the year.
Campaign Name
Genki Sushi Christmas
The Challenge.
The year-end period is one of the most competitive moments for social media marketing, particularly in the F&B category. Brands compete aggressively for attention through promotions, festive messaging, and high-volume advertising, creating a crowded environment where visibility is difficult to sustain and creative fatigue sets in quickly.
Within influencer marketing, this pressure is amplified. Trend-led content offers the potential for breakout moments, but virality remains unpredictable and difficult to plan for, especially within short, high-stakes campaign windows. Over-reliance on a single creative idea risks uneven coverage and limited impact if momentum does not materialise.
At the same time, maintaining presence at scale introduces additional constraints. Activating a large number of creators during a peak travel season increases complexity around coordination, timing, and availability, making it harder to ensure consistent visibility across the campaign period.
The actual task at hand was achieving meaningful cut-through during a saturated season by balancing cultural relevance, consistent presence, and scale, without relying on virality as the primary driver of impact.
The Solution.
The strategy focused on balancing cultural relevance with consistency during a saturated year-end period. Rather than anchoring the campaign to a single high-risk idea, trend-led content was positioned as an accelerator within a broader influencer plan.
Trend spotting informed the creative angle, allowing Genki Sushi to participate in culturally relevant conversations while a high volume of carefully selected creators during a media drop blitz ensured sustained visibility across the campaign window.
Execution was planned with scale and constraints in mind. Creator onboarding, scheduling, and content rollouts were structured to remain coordinated despite limited availability during a peak travel season.
The strategy balanced trend responsiveness with scale, combining timely creative angles and a high volume of quality creators to ensure consistent presence throughout a highly competitive period.
The Outcome.
The campaign enabled Genki Sushi to remain visible and culturally relevant throughout one of the most saturated periods of the year. By maintaining a steady presence across creators and formats, the brand avoided the volatility of single-moment spikes and stayed consistently present within everyday social feeds.
Trend-led content provided moments of heightened attention, while the broader creator mix ensured continuity and reach across the campaign window. This balance allowed Genki to participate meaningfully in seasonal conversations without being drowned out by competing festive noise.
Overall, the campaign demonstrated how disciplined influencer execution can deliver reliable cut-through at scale, reinforcing Genki Sushi’s presence during a high-pressure period and validating a strategy built on consistency rather than dependence on viral success.
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