Looking for a character that fits your advertising message? — Online advertising and promotion collaboration

Since using characters in online advertising seems to have a low barrier to entry, people often write recruitment posts for matchups lightly.

However, IP holders do not take brand collaborations lightly just because it is online advertising.

This is because the moment a character is used in advertising materials, the context in which it is exposed and the brand image with which it is combined directly affect the character's value.

So, in this post, I will guide you step-by-step on how to write a recruitment post for online advertising and promotion collaborations, item by item, and how to write one that earns the trust of IP holders.

Online advertising and promotion collaboration is a partnership that utilizes characters on digital channels, such as social media, websites, and online ad creatives, to conduct promotional or paid advertising campaigns.

It is characterized by utilizing characters exclusively on online channels, rather than in physical products or offline spaces.

One thing to note about this collaboration is that there are two settlement methods.

You can choose to pay a fixed amount based on content creation costs and exposure, or proceed with a performance-based model where the amount varies according to campaign results.

So, it is a good idea to specify in the recruitment post in advance how the settlement will be made.

The first thing an IP holder checks in a recruitment post is whether the brand is a place where they can entrust their character's image.

The reason is that the brand's identity and influence determine the character's future value.

Rather than simply writing the brand name, it is better to build trust by first introducing what products are made and which customers love the brand.

In addition, I recommend that you specifically share the number of followers on your current social media channels or the platforms where you primarily run advertisements.

Since IP holders determine the scale of a collaboration based on how many people their character will be exposed to across various channels, clearly stating the purpose of the campaign—whether it is for a new product launch or for expanding brand awareness—enables the IP holder to visualize the character's role more concretely.

The nature of online advertising collaborations changes completely depending on which channels the character is exposed on and for how long.

This is because the scope of exposure becomes the key criterion for determining costs.

Therefore, you must clearly specify the type and quantity of content, such as whether it is an Instagram feed or a YouTube banner, so that the IP holder can consider an appropriate unit price.

In particular, whether or not paid advertising is being executed is an item that must be indicated.

Using characters as advertising material dramatically increases exposure compared to regular posts and is directly related to the overuse of the character's image, so it is advisable to notify users in advance.

Since this is the part that IP holders check most sensitively regarding contract terms, simply disclosing this information transparently in advance enables much smoother negotiations.

Online advertising is a process where a character becomes the 'face' that conveys a brand's message.

If a character's unique image clashes with the advertisement's tone and manner, it can actually be detrimental to both the brand and the character.

So, it is important to explain in detail whether the brand advertisement uses witty humor or has a warm and emotional atmosphere.

If it is difficult to be specific, please specify who the main target audience is for this ad and include links to relevant existing ad videos or images.

Then, the IP holder can grasp the brand's essence and apply with much greater confidence regarding how naturally their character can blend into the advertisement.

In addition to the cost, showing how this collaboration will provide growth opportunities for the character will increase the support rate.

A representative example of a benefit is character recognition.

The very fact that a character becomes widely known through brand channels is of great value to the IP holder.

In addition to this, tagging the IP holder's account or including credits in your content helps attract fans, and it is also a good idea to share performance reports containing reach and click-through rates after the campaign ends.

This data is a very attractive benefit as it serves as a valuable portfolio for IP holders to prove the marketability of their characters.

Online advertising has the characteristic that the work period and cost are proportional to the amount of content that needs to be produced.

Therefore, rather than thinking of the budget and schedule separately, organizing them within a single timeline is much more efficient for the IP holder to grasp the overall picture.

In particular, since creating detailed advertising materials featuring characters takes longer than expected, please allow ample time—at least 1 to 2 months—for the draft work.

If you first provide a rough budget range based on the quantity of content and usage channels, professional IP holders will be more likely to seriously consider applying as they can align it with their own work schedules.

Ultimately, for online advertising, the 'context' in which a character is used is more important than anything else.

You can sufficiently convey your brand's authenticity simply by clearly stating in your recruitment post what message is being conveyed and on which channels it will be featured.

Refer to this guide to post a recruitment message that captures your brand's sincerity.

You will be able to meet the best character partner who will most attractively convey the value of our brand.