Title | "WEIDER IN JELLY" FOR YOUR ALMA MATER |
Brand | MORINAGA & CO., LTD. |
Product / Service | WEIDER IN JELLY |
Category | C03. Use of Social Platforms |
Entrant | DENTSU INC. Tokyo, JAPAN |
Idea Creation | DENTSU INC. Tokyo, JAPAN |
Media Placement | DENTSU INC. Tokyo, JAPAN |
Media Placement 2 | DENTSU TEC Tokyo, JAPAN |
PR | PLATINUM Tokyo, JAPAN |
PR 2 | CATCHBALL Tokyo, JAPAN |
Production | DENTSU TEC Tokyo, JAPAN |
Production 2 | PUZZLE Tokyo, JAPAN |
Production 3 | AMANA Tokyo, JAPAN |
Production 4 | NORTHSHORE Tokyo, JAPAN |
Additional Company | NIDE. INC TOKYO, JAPAN |
Additional Company 2 | ARUCU TOKYO, JAPAN |
Additional Company 3 | UN Tokyo, JAPAN |
Additional Company 4 | 19 JUKE HARAJUKU SUN-AD TOKYO, JAPAN |
Additional Company 5 | RIZING Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Takashi Sakuma | DENTSU INC. | Creative Director |
Takuro Yamawaki | DENTSU INC. | Communication Designer |
Shota Mori | DENTSU TEC INC. | Copywriter |
Keisuke Okada | DENTSU TEC INC. | Art Director |
Katsumasa Goya | DENTSU TEC INC. | Designer |
Ryo Nagasawa | DENTSU TEC INC. | Agency Producer |
Asako Fujiwara | DENTSU TEC INC. | Agency Producer |
Nariaki Honma | DENTSU INC. | Account Executive |
Nariaki Honma | DENTSU INC. | Account Executive |
Katsuhiro Niwa | puzzle inc. | Producer |
Katsuhiro Niwa | puzzle inc. | Producer |
Shunsuke Murakami | puzzle inc. | Production Manager |
Shunsuke Murakami | puzzle inc. | Production Manager |
Kento Fukuda | nide. Inc | Web Director |
Kento Fukuda | nide. Inc | Web Director |
Kei Shibusawa | nide. Inc | Web Director |
Kei Shibusawa | nide. Inc | Web Director |
Tatsuhiko Saito | nide. Inc | Web Designer |
Tatsuhiko Saito | nide. Inc | Web Designer |
Macoto Chitose | nide. Inc | Interactive Designer |
Masatoshi Haga | Arucu Co.,Ltd. | Programmer |
Atsuhiro Shirahata | un inc. | Photographer |
Riu Nakamura | un inc. | Photographer |
Dan Nishi | 19 juke Harajuku Sun-Ad Co.,Ltd. | Film Director |
Shinya Nakagawa | RIZING inc. | Editor |
Takuya Tsugane | RIZING inc. | Retoucher |
Tomomi Arii | amana inc. | Producer |
Tomomi Arii | amana inc. | Producer |
Yuya Hamamura | Platinum, Inc | PR Planner |
Yuya Hamamura | Platinum, Inc | PR Planner |
Satoshi Shinjin | catchball Inc. | PR Planner |
Satoshi Shinjin | catchball Inc. | PR Planner |
Takanori Kubo | catchball Inc. | PR Planner |
Takanori Kubo | catchball Inc. | PR Planner |
Takanori Okura | amana inc. | Producer |
Kota Arai | amana inc. | Associate Producer |
Uroku | amana inc. | Photographer |
Hiroki Jirai | catchball Inc. | PR Planner |
Shota Yamada | Platinum, Inc | PR Planner |
"WEIDER in JELLY" FOR YOUR ALMA MATER We opened up a "DIGITAL GIFT PLATFORM" for graduates to send WEIDER in JELLY as gifts to show that they still care about their school clubs. On this “digital gift platform”, graduates can find their alma maters and once-belonged school clubs to vote for support. Original images with names of each alma mater and club were generated. These images were shared across social media via graduates' networks. Their timelines were filled with posts of passion. Football, swimming, baseball, Japanese fencing…; graduates from all kinds of clubs joined the campaign, showing their continuing support and love towards their former club activities. WEIDER in JELLY were then sent to the top 500 clubs that won the most votes, as a gift from graduates.
-Implementation *Facebook and other social media Ads Original images combined with names of each alma mater and club took place on Facebook and other social media. Various types of school club photos with WEIDER in JELLY were prepared. *DIGITAL GIFT PLATFORM A website where all graduates can vote for school clubs that they once belonged to. *PR Not only the news media, but also numbers of school club blogs and other sports media covered this campaign, even calling out to join. -Timeline 1st launch: Sep. 2016 for one month 2nd launch: Jun. 2017 for one month -Placement Mainly on social media and the “digital gift platform”. -Scale Covering every high school/club all over Japan, we developed a “digital gift platform” where all graduates can vote for their alma mater.
-Business impact More than 5.5 million unique users and 7.1 million page views in one month. More than 4700 high schools were involved in this movement; that is, over 92% of all Japanese high schools. The recognition rate of the campaign was over 13%, in spite of using only social media. The brand WEIDER in JELLY drove engagements with sports-lovers of all generations. 88.9% of the campaign participants came to love the brand. The brand increased sales by 18% from the previous year. -Change in behavior WEIDER in JELLY was sent to many hundreds of school clubs as a gift from graduates. This became a great motivation for current students. What’s more, many graduates actually visited their alma mater, donated for them, and rebuilt their relationship with their beloved clubs. Some of them even established new alumni associations. And more people went to watch games to support current students.
By effectively using social media, our platform worked as a place for call-to-action; all graduates can send WEIDER in JELLY to their alma maters as a sign of love and support for them. More than 5.5 million people visit our “DIGITAL GIFT PLATFORM” in one month. More than 92% of all Japanese high school graduates joined this campaign. The brand drove engagements with sports-lovers and increased sales by 18% from the previous year. This project became not a temporary ad campaign, but an annual event which created a brand-new style to support alma maters in Japan.
-Brand background WEIDER in JELLY is a top jelly brand for long. Now, their main users have grown older (around 30s), therefore gaining young users is a big issue. The goal was to strengthen the brand image and increase sales by driving engagements with sports-lovers, especially students participating in club activities. To achieve this brand goal, we tackled the problem of school clubs, which is the divide between graduates and alma mater school clubs. -Target audience Students participating in club activities and graduates; that is, sports-lovers of all generations. -Relevance to platform On social media, people keep in touch with their alumni and alumnus. We expected graduates to ask their friends to join this campaign to support their alma maters together. -Approach Ads with original images combined with names of each alma mater and club were placed on social media. The campaign was instantly shared via graduates' networks.