Customer Feedback Interview: One World International School (OWIS)

Founded in Singapore, One World International School (OWIS) is a leading international school group. Our company was responsible for managing the social media accounts of OWIS’s Osaka Campus and Tsukuba Campus.

In this interview, we spoke with Luke Owen, Head of Marketing at OWIS, about why they chose our company and his evaluation of our social media management in practice.

OWIS website: https://owis.org/jp/

Interview date: December 17th, 2025

What specific issues or challenges were you facing before requesting our services?

Before we partnered with IGNITE, OWIS faced several significant hurdles in managing our social media presence. We were primarily struggling with timeliness and consistent planning; we lacked a structured, long-term social media strategy that could be mapped out in advance.

More importantly, as an international school, we found it difficult to create a marketing strategy that truly resonated with our target demographic, specifically Japanese parents and mothers. While we had some assistance previously, that support was limited to a single language. We realized we needed an agency capable of operating bilingually to effectively bridge the gap between our international identity and the local Japanese market.

Amongst the many management agencies available, why did you choose IGNITE?

We considered several agencies, but IGNITE stood out for a few key reasons. First and foremost was their strong bilingual ability, which was a non-negotiable requirement for us. Beyond technical skills, the team came across as highly professional and hands-on.

During the selection process, we were particularly impressed by the depth of their proposal. It was clear that they hadn't just put together a generic pitch; they showed a genuine level of dedication and attention to our specific business goals. We felt that IGNITE truly cared about our KPIs and targets, which is a level of commitment that is often quite difficult to find in the agency landscape.

Since we commenced operations, what changes have you observed?

The results have been excellent. From a numerical standpoint, we have seen consistent, month-on-month growth, including a 10% increase in followers every single month. IGNITE implemented specific strategies that accelerated our growth beyond the natural organic pace of the school, such as managing post-boosting in a way that was both timely and extremely cost-effective. They are very skilled at maximizing the impact of a set budget.

Qualitatively, the improvement has been just as dramatic. The "story" we are telling on social media has improved significantly, which has had wider positive effects on our brand building, community identity, and student retention. Compared to our previous agency, the overall quality of the message and the engagement with our community has been much stronger.

How did you find the design, copy, and the overall atmosphere of the posts?

The design quality has been on a continuous upward trajectory since we started working together. What I appreciate most is that while they take our guidance, the IGNITE team is also highly independent. They frequently take the initiative to refresh creatives and try new things without being asked, ensuring our feed always feels modern and fresh.

They have done an excellent job of incorporating our specific brand identity, such as using our brand-specific colors, shapes, and the "wave" motifs that are central to our image. The content, such as the teacher videos, has been clear, coherent, and very personal, which aligns perfectly with the atmosphere we want to project.

How did you find the support provided by your account manager regarding day-to-day communication and regular meetings?

The communication has been phenomenal. We utilize regular Google Meet sessions, which were vital in the beginning to ensure the team truly understood our brand. Outside of meetings, the team is incredibly responsive; replies are frequent, and the day-to-day communication is very easy.

One of the highlights of working with IGNITE is their ability to accommodate our requests quickly. They have developed such a deep understanding of our needs that they can often execute tasks with very little instruction, which saves us a significant amount of time.

If you were to recommend this service to others, which specific aspects would you highlight?

I would highlight their bilingual capacity as a major asset for any company trying to access the Japanese market. However, their dedication and industriousness are what truly set them apart. They don't just "manage" the accounts; they are attentive to the messaging, the DMs, and the frequency of posts.

They provide everything you would expect from a top-tier social media agency, but with an added layer of care. They consistently go beyond the original scope of the contract to ensure we hit our targets, suggesting new interventions and managing budgets for maximum effect. They have set a very high standard of work.

Summary: IGNITE’s Management Comment

We were honored to manage the social media accounts of One World International School, and through the continuous implementation of an effective PDCA cycle, both campuses achieved results that significantly exceeded their original goals.

[Osaka Campus KPI: 2,000 total followers within 1.5 years of launch]
From the start of operations in July 2024, we maintained a consistent content posting strategy for approximately 18 months. By retaining existing followers while steadily attracting new ones, we successfully increased the follower count from around 650 to 2,000—nearly a threefold growth.

[Tsukuba Campus KPI: 500 total followers within 1 year of launch]
Within just one year of launching operations in January 2025, the follower count grew from 30 to 500, representing an impressive growth of approximately 17 times. This rapid expansion enabled strong brand awareness in a new region in a short period of time.

We are truly proud to have contributed to sharing One World International School’s educational philosophy and outstanding learning environment with a wider audience through social media.