RECRUIT

Text: Sayaka Mitsuda
Photo: Sho Kobayashi

  • Facebook
  • Twitter

PROIFILE

Mayo Kasakawa
Assistant Manager, Corporate Planning Office at ASNOVA Co,.Ltd. She is involved in new business development for ASNOVA STATION and ASNOVA Ichiba, and also plays an important role in the branding field, such as opening a YouTube channel.
RECRUIT

The future created by the YouTube "ASNOVA Channel". ASNOVA's Thoughts on Brightening Tomorrow

ASNOVA has launched a YouTube channel, ASNOVA Channel, from October 2024. Taking a step forward from the conventional IR (investor-facing) channel, we will disseminate the appeal of ASNOVA both inside and outside the industry. In this interview, we interviewed the project manager, Mayo Kasakawa Corporate Planning Office, about the background to the channel's launch, the behind-the-scenes of its production, and its future prospects.

Text: Sayaka Mitsuda
Photo: Sho Kobayashi

  • Facebook
  • Twitter
INDEX

PROIFILE

Mayo Kasakawa
Assistant Manager, Corporate Planning Office at ASNOVA Co,.Ltd. She is involved in new business development for ASNOVA STATION and ASNOVA Ichiba, and also plays an important role in the branding field, such as opening a YouTube channel.

Making scaffolding more accessible: The background to the birth of the "ASNOVA Channel"

Q: What prompted you to start a YouTube channel?

Kasakawa: Because we want more people to know about ASNOVA. We wanted to share information that would let more people, not just those in scaffolding and construction industries, know about ASNOVA's activities and efforts. That's when we thought about using YouTube as a platform to help brand our company.


→ YouTube "ASNOVA Channel" is here


Until now, we have mainly used YouTube to disseminate information for investor relations (IR), but we were thinking about creating content that could be widely communicated to demographics that we had no contact with before, so we opened a new YouTube channel.


Mayo Kasakawa

 

 

Q: Please tell us the meaning behind the channel name "ASNOVA Channel."

Kasagawa: The concept of the channel is "Make tomorrow a little brighter." We aim to create a channel that will warm the hearts of those who watch the ASNOVA Channel and make them think, "Let's do our best tomorrow too!"


Scaffolding plays an important role in creating the next place to work and live. For this reason, we would like to convey on our channel "ASNOVA's image of supporting a new future through scaffolding."


 

Q: Is there anything difficult about planning and running a channel?

Kasakawa: This was our first attempt at running a YouTube channel for branding purposes, so at first we struggled with everything from the channel concept and targeting to planning and structuring. YouTube is a medium that offers a high degree of freedom, so unless you carefully design the content to convey to viewers, it is difficult to make it work as branding. We had many meetings to decide what kind of content would be ASNOVA-like, and we gradually took it into shape.


In addition, it can be difficult to select and coordinate performers. We try to proceed while taking into consideration the opinions and circumstances of each individual within the company. We will continue to make efforts to provide sufficient explanations of the project content and shooting methods in advance so that our employees can approach the shoot with peace of mind.


On the other hand, the actual filming often proceeds in a friendly atmosphere, and that atmosphere is reflected in the video, so I hope you will take a look. It also includes casual scenes from everyday life, so I think it gives a better sense of the atmosphere on site and the personalities of each employee.


 

Through YouTube, we hope people will become interested not only in scaffolding but also in the company ASNOVA.

Q. What moment do you feel is rewarding?

Kasakawa: When I get a response from viewers to my videos. When I get a response like "I like it!" or when someone actually says "I watched your video! It was interesting!", I realize that the content is reaching them, and it makes me very happy. By feeling a connection with our viewers, I can see that ASNOVA's recognition is increasing little by little, and this is a great encouragement for me.


 

Q. How do you promote the "ASNOVA Channel"?

Kasakawa: For internal use, we would like to utilize our in-house newsletter. We would like to regularly send out information not only about the filming process, but also behind-the-scenes stories and interesting anecdotes. For external use, we would like to utilize our owned media and social media in addition to e-mail newsletters. In particular, by linking our owned media with our YouTube channel, we would like to distribute information that can only be found on the site as special content on our YouTube channel, with a dual structure of reading ↔ viewing. By doing so, we would like to further increase the number of people who sympathize with ASNOVA!


 

Q. What kind of channel do you want to develop in the future?

Kasakawa: One of my goals is to improve the image of scaffolding industry and the construction industry as a whole. I think the industry still has the image of being "3K (hard, dirty, and dangerous)," but I want to let people know that it's not just that, but that it's also rewarding and fun to work on, and that it's a tool that plays an important role in supporting the foundations of life and society.


Specifically, we are considering an art project using scaffolding, as we have done in past events, and video projects in collaboration with different industries. We also hope to convey the appeal of not only scaffolding itself, but also the people who work there, which will lead to pride for the workers.


This topic was previously discussed at our training camp "KATARUVA," so we would like to gather various opinions from within the company and create videos that are unique to ASNOVA in order to produce better content.


 

Q. Please tell us what you would like to convey through the ASNOVA Channel.

Kasakawa: As our company name and purpose suggest, creating "places of tomorrow" in society is ASNOVA's reason for existence and what makes us unique.


In the future, through the ASNOVA Channel, we would like to convey our initiatives and values in a more "realistic" and easy-to-understand manner, so that viewers can feel the charm of ASNOVA as much as possible. Please look forward to the delivery!


INDEX

PICK UP