JAL (Japan Airlines) Official TikTok Account

Overview

A case study of content design and production for JAL’s official TikTok to establish early touchpoints with younger audiences who will become future customers.

Japan Airlines (JAL) restructured its official TikTok brand communication to strengthen engagement opportunities with younger audiences who will become future customers. While leveraging expressions unique to vertical video and maintaining the credibility of an airline company, JAL designed touchpoints that naturally blend into the daily timelines of young people. This is being developed as an ongoing initiative aimed at forming mid- to long-term brand recall.

Challenge

To be the brand chosen when customers face decisions in the future, establishing continuous touchpoints with younger audiences was the challenge.

Unlike everyday purchases, airline selection is determined by “what comes to mind when the time comes.” For JAL, building relationships with younger audiences who will become future customers was a mid- to long-term management challenge, but its presence on major platforms for younger audiences, including TikTok, was limited. Account growth was stagnant compared to competitors, and a continuous contact design was needed to nurture brand favorability and familiarity from an early stage.

Approach

Translating JAL’s brand assets into the daily context of younger audiences.

While continuously analyzing trends and viewing behaviors on TikTok, JAL’s unique brand assets—aircraft, pilots, cabin attendants, ground staff, and mechanics—were redesigned into expressions that resonate with younger audiences. Without relying on celebrities, content was produced that eliminated the advertising feel by showcasing the real appeal of actual JAL employees and the atmosphere of the workplace. Continuous posting accumulated natural contact frequency on timelines.

Results

Achieved over 100 million cumulative views and 600,000 follower increase, steadily forming the foundation for brand recall among younger audiences.

After launch, cumulative views of posted videos reached over 100 million, with an average of over 1 million views per video. Followers also steadily increased from 130,000 before support to 730,000 (as of March 2026), creating continuous touchpoints with younger audiences. Beyond short-term metrics, this became a result that contributes to building a brand foundation for JAL to be recalled as a future choice.