"WEIDER IN JELLY" FOR YOUR ALMA MATER

Title"WEIDER IN JELLY" FOR YOUR ALMA MATER
BrandMORINAGA & CO., LTD.
Product / ServiceWEIDER IN JELLY
CategoryE03. Innovative Use of Social or Community
EntrantDENTSU 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

Credits

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
Katsuhiro Niwa puzzle inc. Producer
Shunsuke Murakami puzzle inc. Production Manager
Kento Fukuda nide. Inc Web Director
Kei Shibusawa nide. Inc Web Director
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
Yuya Hamamura Platinum, Inc PR Planner
Satoshi Shinjin 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

The Campaign

"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.

Creative Execution

-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.

-Reach 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. -Engagement The brand WEIDER in JELLY drove engagements with sports-lovers of all generations. 88.9% of the campaign participants came to love the brand. -Sales The brand increased sales by 18% from the previous year. -Social achievement? 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.

-Brand background WEIDER in JELLY is a top jelly brand for long. Now, its 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.

Links

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