au Payment Co., Ltd. Responds to X (Twitter) Algorithm Changes with "Shuttlerock BBF", Achieving Increased Impressions & Ranking #1 in Trends
au Payment Co., Ltd. partnered with Shuttlerock Japan Co., Ltd. to redesign its X (Twitter) instant win campaign, "Shuttlerock BBF for X," in response to algorithm changes. This strategic redesign, which included adding 'reply' as an optional participation condition, led to a significant increase in impressions, follower growth, and engagement, ultimately achieving the #1 trend position.
📋 Article Processing Timeline
- 📰 Published: April 2, 2026 at 20:08
- 🔍 Collected: April 2, 2026 at 14:00
- 🤖 AI Analyzed: April 17, 2026 at 20:20 (366h 20m after Collected)
au Payment Co., Ltd., which achieved a V-shaped recovery, with the campaign tool "Shuttlerock BBF for X" provided by Shuttlerock Japan.
*Impressions are the total for target posts, and follower increase is the number compared before and after redesigning measures based on net increase during the campaign period.
Shuttlerock Japan Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; Representative Director: Nobuyasu Kanemitsu; hereinafter referred to as Shuttlerock Japan) has been utilized by au Payment Co., Ltd. (Headquarters: Minato-ku, Tokyo; President & CEO: Yoshinori Kikuchi) for its X (Twitter) instant win campaign tool "Shuttlerock BBF for X".
We are pleased to announce that in an X (Twitter) campaign aimed at expanding awareness of accounts and services, redesigning to adapt to algorithm changes resulted in improvements in impressions, follower increase, and engagement.
◆ Previous X Instant Win Campaign Implementation Details
au Payment Co., Ltd. achieved the #1 trend with the X (Twitter) campaign tool "Shuttlerock BBF for X".
◼︎ Objective
The official X (Twitter) account of au Payment Co., Ltd. (@au_PAY_official) aimed to expand awareness of au PAY, foster a fan base, and promote service usage.
◼︎ Campaign Format and Design
To promote "Tanuki no Kichi Nichi" (Lucky Raccoon Dog Day), which offers great benefits for au PAY payments (5th, 8th, 15th, 25th of each month), campaign posts were regularly made on the day before each target date. We also adopted the method with the highest diffusion rate, using 'Follow & Repost' as participation requirements.
◼︎ Prize Design
By offering au PAY Gift Cards as prizes, the design aimed to promote au PAY usage as a trigger for campaign participation.
◆ Implementation Details of Instant Win Campaign After X Algorithm Changes
◼︎ Campaign Objective
While the main objectives remain the same as before, the campaign design has been improved to target an increase in impressions, follower count, and engagement in order to adapt to X (Twitter) algorithm changes.
◼︎ Campaign Design Adapted to X (Twitter) Algorithm Changes
1. Adding Reply to Participation Conditions to Increase Stay Time (Algorithm Perspective)
The participation conditions for the campaign were set to the traditional "Follow & Repost," which existing followers are accustomed to, while adding "Reply" as a highly weighted metric in the latest algorithm. By increasing the participation conditions by one, we extended the post's dwell time, leading to improved engagement.
2. Prize Probability UP Design to Increase User Motivation for Additional Conditions (Motivation)
While an additional action was added to the traditional participation conditions, it was designed as an "optional condition" rather than a "mandatory condition." Furthermore, by allowing two applications, we demonstrated the user's benefit of a higher probability of winning compared to a single application, thus not creating a high participation hurdle and naturally evoking participation intent through the expectation of winning.
Users reading the post content and creating "Replies" based on their own judgment led to natural engagement acquisition under non-mandatory participation conditions.
Furthermore, by having users comment with replies to prompts, it led to the formation of a community where users could view each other's comments, resulting in a design that allows them to enjoy the content.
◆ Flow of Numerical Improvement Due to X Algorithm Changes
*The above figures are based on the total results of 4 campaigns conducted over two days each month.
◆ November 2025
・Measure: Conducted Follow & Repost Campaign
・Feature: External link to campaign details page placed within the post body
・Challenge: While a certain level of results was achieved, further strengthening of measures for numerical improvement is necessary
Impressions: Approx. 1.1 million
Follower Increase: Approx. 4.1 thousand
Reposts: Approx. 100 thousand
◆ December 2025
・Measure: Conducted Follow & Repost Campaign
・Feature: No link to campaign details page placed within the post body; utilized website cards to secure dwell time on X (Twitter)
・Challenge: Numbers significantly decreased compared to the previous month
Impressions: Approx. 776,000
Follower Increase: Approx. 3.4 thousand
Reposts: Approx. 67,000
◆ January 2026
・Measure: Conducted Follow & Repost & Reply Campaign
・Feature: 1. No link to campaign details page placed within the post body; utilized website cards to secure dwell time on X (Twitter). 2. In addition to Follow & Repost, added "Reply," which receives positive weighting in the new algorithm.
・Improvement: Numbers significantly increased compared to November 2025 and beyond, achieving #1 in trends.
Impressions: Approx. 2.545 million
Follower Increase: Approx. 14.5 thousand
Reposts: Approx. 110 thousand
Customer Feedback
We felt that it was becoming harder to achieve campaign effects than before due to changes in the X (Twitter) algorithm.
We couldn't predict how much improvement adding replies to the participation conditions, as suggested, would bring, but after implementation, we immediately felt the effects.
We also felt it was significant that the keywords trending helped expand our reach to people we couldn't approach before.
Additionally, as the number of comments received via replies increased, we felt it was significant that we could experience an expansion of communication with our followers.
Shuttlerock consistently provides precise improvement proposals when we consult them, enabling us to operate in a manner that constantly adapts to the latest environment. We intend to continue working with them.
- From an au Payment Co., Ltd. representative
Staff Feedback
In response to the need to review and redesign measures for more effective results due to X (Twitter) algorithm changes, we organized the algorithm's changes based on official X (Twitter) information and the latest trends.
Based on this, we reviewed post design and campaign structure, and proposed new posting methods and campaign techniques while iterating on improvements each month.
Through multiple rounds of measures and effectiveness verification, we extracted and optimized the most effective methods for maximizing results. As a result, the proposed content was implemented, contributing to the resolution of impression stagnation and the growth of follower numbers.
- From a Campaign Operations Staff Member at Shuttlerock Japan Co., Ltd.
Campaign Support Service "Shuttlerock BBF" Used in This Campaign
▪️OK even if you don't have a deal yet. Total support from planning/design to setup/operation in the admin panel to managing the secretariat.
▪️Over 1,000 agencies/brands have adopted it, with more than 7,000 campaigns implemented.
▪️SNS campaign support across X (Twitter) / TikTok / LINE / Instagram.
▪️Provision of creative production services (images, videos, web pages, etc.) optimized for SNS platforms.
▪️Provision of campaign secretariat services such as inquiry response and shipping (can be used independently).
Features Used in This Campaign
- Campaign post scheduling function
- Multiple participation condition settings (Repost, Reply)
- Instant automatic draw function
- Instant DM sending function
- Management of daily participation campaigns from a single admin panel
Open X Campaign Materials
You can view details of the X (Twitter) campaign tool's flow and industry-specific case studies.
au Payment Co., Ltd.
au Payment Co., Ltd. operates as a registered provider of prepaid payment instruments and fund transfer services, supporting the "au PAY" platform to provide a one-stop payment and financial experience centered around the smartphone payment service "au PAY."
Shuttlerock Japan Co., Ltd.
Shuttlerock Japan is the Japanese subsidiary of Shuttlerock Limited*, headquartered in New Zealand. As a certified partner of nine major SNS platforms and a certified X (Twitter) advertising agency, we offer a wide range of industry-leading SNS marketing services.
- Support for SNS marketing activities
- Production services for video creatives optimized for mobile.
*Shuttlerock Limited: A global company with over 300 members, operating in nine countries including the United States, Europe, Asia, and Oceania.
Shuttlerock Japan offers comprehensive support for corporate SNS marketing initiatives, including campaign support services using various SNS platforms such as X (Twitter), TikTok, LINE, and Instagram (development and operation of the campaign tool Shuttlerock BBF,代行 campaign secretariat services, etc.), and mobile-optimized video creative production services (Shuttlerock Studio).
SNS marketing services, inquire for free
- Want to know about case studies from other companies
- Want to know about pricing plans
- Want proposals for campaigns suitable for your company
SNS Marketing, Free Consultation
Shuttlerock Japan Co., Ltd.
Company Name
Shuttlerock Japan Co., Ltd.
Representative
Nobuyasu Kanemitsu
Head Office Address
2-6-4 Ichigayadaimachi, Shinjuku-ku, Tokyo 162-0843
Airman's Building Ichigaya 6F
Official Website
https://www.shuttlerock.co.jp/
Business Description
- Support for SNS marketing activities
- Production services for video creatives optimized for mobile
Contact Information
Email: info@shuttlerock.co.jp
Phone: 03-6272-6480
Campaign Support Service "Shuttlerock BBF"
X (Twitter)
- For follower acquisition and awareness expansion: "X Complete Instant Win Campaign"
- For long-term relationship building and fan engagement: "Mileage Campaign"
- For purchase and store visit promotion: "Must-Buy Campaign"
- Instant drawing without whitelist application: "Web Transition Instant Win Campaign"
Instagram
- For content evaluation improvement and account operation enhancement: "Instagram Complete Instant Win Campaign"
TikTok
- For follower acquisition and UGC creation: "Web Transition Instant Win Campaign"
- For account enhancement utilizing algorithms: "TikTok Complete Instant Win Campaign"
LINE
- For increasing friends and preventing blocks: "Instant Win Campaign"
- For purchase and store visit promotion: "Must-Buy Campaign"
SNS
- For ensuring safety such as personal information management and product shipping, and reducing workload: "Campaign Secretariat Agency"
Video Advertising & Creative Production Service "Shuttlerock Studio"
- Maximize effectiveness with video ads optimized for SNS: "Creative Production"
- Word-of-mouth effect with UGC video ads: "UGC Video Ad Production"
▼ Feel free to consult us about SNS marketing ▼
- Want to know about case studies from other companies
- Want to know about pricing plans
- Want proposals for campaigns suitable for your company
SNS Marketing / Free Consultation
Shuttlerock Japan Co., Ltd.
Company Name
Shuttlerock Japan Co., Ltd.
Representative
Nobuyasu Kanemitsu
Head Office Address
2-6-4 Ichigayadaimachi, Shinjuku-ku, Tokyo 162-0843
Airman's Building Ichigaya 6F
Official Website
https://www.shuttlerock.co.jp/
Business Description
- Support for SNS marketing activities
- Production services for video creatives optimized for mobile
Contact Information
Email: info@shuttlerock.co.jp
Phone: 03-6272-6480
*Impressions are the total for target posts, and follower increase is the number compared before and after redesigning measures based on net increase during the campaign period.
Shuttlerock Japan Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; Representative Director: Nobuyasu Kanemitsu; hereinafter referred to as Shuttlerock Japan) has been utilized by au Payment Co., Ltd. (Headquarters: Minato-ku, Tokyo; President & CEO: Yoshinori Kikuchi) for its X (Twitter) instant win campaign tool "Shuttlerock BBF for X".
We are pleased to announce that in an X (Twitter) campaign aimed at expanding awareness of accounts and services, redesigning to adapt to algorithm changes resulted in improvements in impressions, follower increase, and engagement.
◆ Previous X Instant Win Campaign Implementation Details
au Payment Co., Ltd. achieved the #1 trend with the X (Twitter) campaign tool "Shuttlerock BBF for X".
◼︎ Objective
The official X (Twitter) account of au Payment Co., Ltd. (@au_PAY_official) aimed to expand awareness of au PAY, foster a fan base, and promote service usage.
◼︎ Campaign Format and Design
To promote "Tanuki no Kichi Nichi" (Lucky Raccoon Dog Day), which offers great benefits for au PAY payments (5th, 8th, 15th, 25th of each month), campaign posts were regularly made on the day before each target date. We also adopted the method with the highest diffusion rate, using 'Follow & Repost' as participation requirements.
◼︎ Prize Design
By offering au PAY Gift Cards as prizes, the design aimed to promote au PAY usage as a trigger for campaign participation.
◆ Implementation Details of Instant Win Campaign After X Algorithm Changes
◼︎ Campaign Objective
While the main objectives remain the same as before, the campaign design has been improved to target an increase in impressions, follower count, and engagement in order to adapt to X (Twitter) algorithm changes.
◼︎ Campaign Design Adapted to X (Twitter) Algorithm Changes
1. Adding Reply to Participation Conditions to Increase Stay Time (Algorithm Perspective)
The participation conditions for the campaign were set to the traditional "Follow & Repost," which existing followers are accustomed to, while adding "Reply" as a highly weighted metric in the latest algorithm. By increasing the participation conditions by one, we extended the post's dwell time, leading to improved engagement.
2. Prize Probability UP Design to Increase User Motivation for Additional Conditions (Motivation)
While an additional action was added to the traditional participation conditions, it was designed as an "optional condition" rather than a "mandatory condition." Furthermore, by allowing two applications, we demonstrated the user's benefit of a higher probability of winning compared to a single application, thus not creating a high participation hurdle and naturally evoking participation intent through the expectation of winning.
Users reading the post content and creating "Replies" based on their own judgment led to natural engagement acquisition under non-mandatory participation conditions.
Furthermore, by having users comment with replies to prompts, it led to the formation of a community where users could view each other's comments, resulting in a design that allows them to enjoy the content.
◆ Flow of Numerical Improvement Due to X Algorithm Changes
*The above figures are based on the total results of 4 campaigns conducted over two days each month.
◆ November 2025
・Measure: Conducted Follow & Repost Campaign
・Feature: External link to campaign details page placed within the post body
・Challenge: While a certain level of results was achieved, further strengthening of measures for numerical improvement is necessary
Impressions: Approx. 1.1 million
Follower Increase: Approx. 4.1 thousand
Reposts: Approx. 100 thousand
◆ December 2025
・Measure: Conducted Follow & Repost Campaign
・Feature: No link to campaign details page placed within the post body; utilized website cards to secure dwell time on X (Twitter)
・Challenge: Numbers significantly decreased compared to the previous month
Impressions: Approx. 776,000
Follower Increase: Approx. 3.4 thousand
Reposts: Approx. 67,000
◆ January 2026
・Measure: Conducted Follow & Repost & Reply Campaign
・Feature: 1. No link to campaign details page placed within the post body; utilized website cards to secure dwell time on X (Twitter). 2. In addition to Follow & Repost, added "Reply," which receives positive weighting in the new algorithm.
・Improvement: Numbers significantly increased compared to November 2025 and beyond, achieving #1 in trends.
Impressions: Approx. 2.545 million
Follower Increase: Approx. 14.5 thousand
Reposts: Approx. 110 thousand
Customer Feedback
We felt that it was becoming harder to achieve campaign effects than before due to changes in the X (Twitter) algorithm.
We couldn't predict how much improvement adding replies to the participation conditions, as suggested, would bring, but after implementation, we immediately felt the effects.
We also felt it was significant that the keywords trending helped expand our reach to people we couldn't approach before.
Additionally, as the number of comments received via replies increased, we felt it was significant that we could experience an expansion of communication with our followers.
Shuttlerock consistently provides precise improvement proposals when we consult them, enabling us to operate in a manner that constantly adapts to the latest environment. We intend to continue working with them.
- From an au Payment Co., Ltd. representative
Staff Feedback
In response to the need to review and redesign measures for more effective results due to X (Twitter) algorithm changes, we organized the algorithm's changes based on official X (Twitter) information and the latest trends.
Based on this, we reviewed post design and campaign structure, and proposed new posting methods and campaign techniques while iterating on improvements each month.
Through multiple rounds of measures and effectiveness verification, we extracted and optimized the most effective methods for maximizing results. As a result, the proposed content was implemented, contributing to the resolution of impression stagnation and the growth of follower numbers.
- From a Campaign Operations Staff Member at Shuttlerock Japan Co., Ltd.
Campaign Support Service "Shuttlerock BBF" Used in This Campaign
▪️OK even if you don't have a deal yet. Total support from planning/design to setup/operation in the admin panel to managing the secretariat.
▪️Over 1,000 agencies/brands have adopted it, with more than 7,000 campaigns implemented.
▪️SNS campaign support across X (Twitter) / TikTok / LINE / Instagram.
▪️Provision of creative production services (images, videos, web pages, etc.) optimized for SNS platforms.
▪️Provision of campaign secretariat services such as inquiry response and shipping (can be used independently).
Features Used in This Campaign
- Campaign post scheduling function
- Multiple participation condition settings (Repost, Reply)
- Instant automatic draw function
- Instant DM sending function
- Management of daily participation campaigns from a single admin panel
Open X Campaign Materials
You can view details of the X (Twitter) campaign tool's flow and industry-specific case studies.
au Payment Co., Ltd.
au Payment Co., Ltd. operates as a registered provider of prepaid payment instruments and fund transfer services, supporting the "au PAY" platform to provide a one-stop payment and financial experience centered around the smartphone payment service "au PAY."
Shuttlerock Japan Co., Ltd.
Shuttlerock Japan is the Japanese subsidiary of Shuttlerock Limited*, headquartered in New Zealand. As a certified partner of nine major SNS platforms and a certified X (Twitter) advertising agency, we offer a wide range of industry-leading SNS marketing services.
- Support for SNS marketing activities
- Production services for video creatives optimized for mobile.
*Shuttlerock Limited: A global company with over 300 members, operating in nine countries including the United States, Europe, Asia, and Oceania.
Shuttlerock Japan offers comprehensive support for corporate SNS marketing initiatives, including campaign support services using various SNS platforms such as X (Twitter), TikTok, LINE, and Instagram (development and operation of the campaign tool Shuttlerock BBF,代行 campaign secretariat services, etc.), and mobile-optimized video creative production services (Shuttlerock Studio).
SNS marketing services, inquire for free
- Want to know about case studies from other companies
- Want to know about pricing plans
- Want proposals for campaigns suitable for your company
SNS Marketing, Free Consultation
Shuttlerock Japan Co., Ltd.
Company Name
Shuttlerock Japan Co., Ltd.
Representative
Nobuyasu Kanemitsu
Head Office Address
2-6-4 Ichigayadaimachi, Shinjuku-ku, Tokyo 162-0843
Airman's Building Ichigaya 6F
Official Website
https://www.shuttlerock.co.jp/
Business Description
- Support for SNS marketing activities
- Production services for video creatives optimized for mobile
Contact Information
Email: info@shuttlerock.co.jp
Phone: 03-6272-6480
Campaign Support Service "Shuttlerock BBF"
X (Twitter)
- For follower acquisition and awareness expansion: "X Complete Instant Win Campaign"
- For long-term relationship building and fan engagement: "Mileage Campaign"
- For purchase and store visit promotion: "Must-Buy Campaign"
- Instant drawing without whitelist application: "Web Transition Instant Win Campaign"
- For content evaluation improvement and account operation enhancement: "Instagram Complete Instant Win Campaign"
TikTok
- For follower acquisition and UGC creation: "Web Transition Instant Win Campaign"
- For account enhancement utilizing algorithms: "TikTok Complete Instant Win Campaign"
LINE
- For increasing friends and preventing blocks: "Instant Win Campaign"
- For purchase and store visit promotion: "Must-Buy Campaign"
SNS
- For ensuring safety such as personal information management and product shipping, and reducing workload: "Campaign Secretariat Agency"
Video Advertising & Creative Production Service "Shuttlerock Studio"
- Maximize effectiveness with video ads optimized for SNS: "Creative Production"
- Word-of-mouth effect with UGC video ads: "UGC Video Ad Production"
▼ Feel free to consult us about SNS marketing ▼
- Want to know about case studies from other companies
- Want to know about pricing plans
- Want proposals for campaigns suitable for your company
SNS Marketing / Free Consultation
Shuttlerock Japan Co., Ltd.
Company Name
Shuttlerock Japan Co., Ltd.
Representative
Nobuyasu Kanemitsu
Head Office Address
2-6-4 Ichigayadaimachi, Shinjuku-ku, Tokyo 162-0843
Airman's Building Ichigaya 6F
Official Website
https://www.shuttlerock.co.jp/
Business Description
- Support for SNS marketing activities
- Production services for video creatives optimized for mobile
Contact Information
Email: info@shuttlerock.co.jp
Phone: 03-6272-6480