LUMOS Japanese Influencer Marketing Campaign
TURNED ON Inc. partnered with LUMOS, a global smart helmet brand, to increase brand awareness and engagement within Japan’s passionate road cycling community.
The goal of the campaign was to introduce the LUMOS Ultra smart helmet to Japanese cyclists through authentic creator content and organic social media distribution.
Japan’s road cycling market is highly passionate but also extremely niche. Many of the largest creators in this space already have exclusive sponsorships with major cycling brands, making creator sourcing a unique challenge.
Despite this, TURNED ON Inc. successfully identified and partnered with highly relevant creators to introduce the product to the Japanese cycling community.
Strategy
TURNED ON Inc. designed an influencer campaign focused on authentic content within the Japanese cycling niche.
Our approach focused on partnering with creators who already had strong credibility within the cycling community, allowing the product to be introduced in a natural and trusted way.
The campaign strategy included:
• Identifying influential creators in Japan’s road bike niche
• Producing authentic product demonstrations and riding content
• Publishing across YouTube, Instagram, and TikTok
• Prioritizing organic reach and engagement
Rather than relying on paid advertising, the campaign focused on real creator storytelling and product experiences, allowing the product to resonate with the cycling community.
Campaign Execution
TURNED ON Inc. coordinated partnerships with 12 Japanese content creators who produced original content featuring the LUMOS Ultra helmet.
Content included:
• Product reviews and demonstrations
• Road cycling lifestyle content
• Social media reels and short-form video
• Night riding demonstrations highlighting the helmet’s smart lighting features
Because of the strong engagement generated by the campaign, certain creators were even commissioned for additional rounds of content, extending the campaign’s reach and visibility.
Youtube Creators
Tik Tok and Instagram Creators
Campaign Results
The campaign generated over 1 million organic impressions across social media platforms, all without paid promotion.
Key Performance Metrics
Total Organic Impressions / Views
1,036,568+
Total Likes
32,863
Total Comments
554
All results were achieved through organic creator content, demonstrating strong engagement from Japan’s cycling community.
Key Takeaways
This campaign demonstrated the power of targeted influencer marketing within niche communities.
By collaborating with trusted creators in the cycling space, TURNED ON Inc. helped introduce LUMOS to a highly engaged audience of road bike enthusiasts in Japan.
Several creators enjoyed the product so much that they continued featuring the helmet in their content even after the campaign concluded, extending the campaign’s visibility organically.
Work With TURNED ON Inc.
TURNED ON Inc. specializes in influencer marketing campaigns in Japan, connecting brands with trusted creators who can authentically introduce products to engaged audiences.
Our services include:
• Influencer sourcing and outreach
• Campaign strategy and planning
• Creator management and coordination
• Content campaign execution
• Performance tracking and reporting
Whether you are launching a new product or expanding your brand presence in Japan, our team can help create impactful influencer campaigns that generate real engagement.
Interested in working with us?
Get in touch with us and lets discuss your next influencer marketing campaign.