Background

●Brief A launch campaign for Ethnic noodle product from NISSIN. The core target is young women who get hooked on social media.

Describe the strategy

Considering the target insight, we focused on “Hinting” on social media. Hinting you are in a relationship on social media, is an act about not bragging about your relationship too obviously but bragging through giving people clues and hints so that they will notice. We found that these acts of “Hinting” are very actually quite charming and hope that we will be able to change how the majority of society see it.

Describe the execution

We launched the “Hinting Ethnic” video. When our audiences thought we are trying to explain these techniques of “Hinting” through our video, but it was actually our ethnic noodle products and logo that are being “Hinting”. We show that how a company can quietly brag about their product charmingly. When we release the video, we also ask our female cast to do some “Hinting” post on social media, which became a viral news that day. The next day, we release a behind the scenes video featuring her viral social network post, showing that it was an ad campaign for our products all along.

List the results

We get 7million views on twitter, and 800 thousand views on YouTube. We also get 120 thousand retweet and 350 thousand likes, which created 35-million-yen profit on Web PR. We also got featured on various tv shows, creating a buzz within the country.

Please tell us about the cultural insight that inspired the work

"Hinting" was a social trend in Japan in 2020. However, these “Hinting posts” have been considered a kind of negative act among the Japanese society. We wanted to change the insight and make a charming video.