[Offline Seminar] Learning from United Arrows and HugMug's Cases. What is the 'Resonance Cycle' revealed from the value assessment of highly engaged official SNS followers?
Tetemarche Inc. will hold an offline event on April 22, 2026, targeting brand and marketing managers of BtoC businesses. The seminar will explore the 'Resonance Cycle' based on a pilot survey of 2,000 SNS users, featuring case studies from United Arrows and HugMug, focusing on how brand value is formed through relationships rather than mere differentiation.
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Tetemarche Inc. (Headquarters: Tokyo) will hold an offline event on Wednesday, April 22, 2026, targeting brand and marketing managers of BtoC businesses.
The event, titled "Is Brand Value Differentiation or Relationship? – Unraveling the Creation of a Resonance Cycle from the Reality of SNS Followers –" will be held.
At this event, based on a pilot survey of 2,000 samples (Instagram/X) conducted among users who follow 40 corporate official SNS accounts, we will unravel the structure of the "Resonance Cycle" revealed from the value assessment of highly engaged followers (= a segment with strong relationships with the brand) on official SNS, together with presenting companies such as United Arrows and HugMug, incorporating practical case studies.
Background of this Event
In recent years, with the evolution of SNS, brand value creation can no longer be achieved solely through "functional differentiation." Consumers have begun to choose brands based on "their relationship with the brand" and "whether they can empathize and resonate" rather than just product value. As a result, companies are increasingly seeking to communicate directly with consumers through SNS and build close relationships.
On the other hand, these relationships are currently not sufficiently organized from the perspective of:
What value are they recognized as?
How should they be perceived as brand value?
How should they be connected to business growth?
To address this issue, Tetemarche conducted a "Pilot Survey of 2,000 Samples (Instagram/X)" targeting users who follow 40 corporate official accounts. By comprehensively analyzing follower awareness and behavioral data, we organized the cyclical structure of how highly engaged followers evaluate value and how that leads to actions and spread, calling it the "Resonance Cycle."
At this event, based on this survey knowledge, we will visualize the structure of the "Resonance Cycle" and clarify how the relationship between brands and consumers is formed and linked, along with practical case studies from the presenting companies. We will present specific perspectives and guidelines for perceiving brand value as "relationships" rather than "differentiation."
Highlights of the Event
This event will deliver the following content:
The structure of the "Resonance Cycle" visible from the value assessment of highly engaged followers
Concepts and indicators for visualizing the relationship between brands and consumers
Practical case studies from companies such as United Arrows and HugMug
A perspective that views SNS not as a "tactic" but as a "brand strategy"
Application URL
https://tetemarche.co.jp/seminar/20260422
Application Deadline
April 14 (Tuesday)
Event Overview
|
Event Name |
Is Brand Value Differentiation or Relationship? |
|---|---|
|
Date and Time |
Wednesday, April 22, 2026, 11:00 - 14:30 |
|
Venue |
Tokyo Culture Culture |
|
Capacity |
100 people |
|
Address |
〒150-0002 |
|
Target Audience |
Business planning / brand / marketing managers and personnel of operating companies |
|
Format |
Offline event (talk session + networking event) |
|
Organizer |
Tetemarche Inc. |
Program (tentative)
11:00～13:00
Part 1 | Brand Value and Research Methods (Structure of Relationships and Concepts of Visualization)
Part 2 | Case Study Session (HugMug / United Arrows)
13:00～
Part 3 | Luncheon Networking Event (Lunch provided)
*Contents are subject to change.
Speakers
|
Name |
Satomi Yunokawa |
|---|---|
|
Company Name |
UNITED ARROWS LTD. |
|
Department |
Manager, Store DX Promotion Section, OMO Headquarters, Operations Promotion Department |
|
Biography |
After engaging in SNS and PR strategies for various industries at a PR agency, she joined her current company. After managing digital advertising and SNS areas, she is now leading the growth of store DX promotion and online customer service such as staff SNS. She is currently pursuing new customer experiences through the fusion of digital and real. |
|
Name |
Momoko Yamada |
|---|---|
|
Company Name |
CCG TO Inc. |
|
Department |
HugMug Media Business Department Manager / HugMug Editor-in-Chief |
|
Biography |
After joining the company as a new graduate, she was assigned to the HugMug editorial department after working in advertising sales. In 2018, she became editor-in-chief, overseeing media strategies for magazines, web magazines, and SNS. Utilizing the fan-building knowledge cultivated at HugMug, she also handles corporate SNS communication. |
|
Name |
Fumitaka Sunamori |
|---|---|
|
Company Name |
Insight Factory Inc. |
|
Department |
Representative Director |
|
Biography |
Representative Director of Insight Factory Inc. After working for a durable goods manufacturer, a foreign consumer goods manufacturer, and a research company, he joined his current position. He is involved in planning support and solution development through marketing research. With a strength in exploring consumer insights, he widely supports corporate marketing activities such as new product/service development and communication design. |
|
Name |
Sairi Tanaka |
|---|---|
|
Company Name |
Tetemarche Inc. |
|
Department |
Director of Sakidachi Lab |
|
Biography |
Engaged in simulation research at Keio University. Joined Tetemarche Inc. as a new graduate and designed SNS strategies for many companies as an SNS strategic planner. Currently, as the director of the company's research institution "Sakidachi Lab," she conducts algorithm analysis based on the vast SNS data held by the company, as well as consumer analysis. |
■Contact for Event Inquiries
Please direct inquiries regarding the event to the following:
Contact: info@tetemarche.co.jp
We also accept inquiries regarding media coverage.
About Tetemarche Inc.
Tetemarche Inc. develops businesses centered on SNS marketing support for companies. With the concept of "Sakidachi, Yakudatsu." (Pioneering, Useful.), we are actively working to realize our wish to "acquire know-how in things that will become widely popular in the world and make them useful to society." Since our founding in 2015, we have focused on the SNS domain and supported over 700 companies. We support companies' SNS utilization with various services such as account consulting and analysis tool development. Moving forward, we will continue to focus on developing products and services to support companies' marketing activities from start to finish.
■About Sakidachi Lab
Sakidachi Lab is a research institution that aims to prove the value of SNS in corporate marketing activities and derive theories for achieving results. Utilizing the accumulated SNS chronological data and consulting knowledge of Tetemarche, we conduct correlation analysis with discourse, algorithm research, practical contribution research, and consumer behavior research to create an environment where companies can confidently and continuously invest.
Company Profile
〇Company Name: Tetemarche Inc.
〇Location: Orix Meguro Building 6F, 1-24-12 Meguro, Meguro-ku, Tokyo
〇Representative: Daisuke Ueda, Representative Director
〇Established: June 12, 2015
〇Number of Employees: 87 (including part-time and temporary staff) (as of end of May 2025)
〇Business: SNS Marketing Support / Product Development / Promotion Support / Brand Produce
〇URL: https://tetemarche.co.jp