"Chuka Meisai" promotion deployment connecting SNS and the store

I would like to introduce a promotion case for the Chuka Meisai series of Nipponham Co., Ltd.
Nipponham is a company that handles processed goods such as hams and sausages, as well as prepared foods, meat, marine products, and dairy products.
This time, I interviewed Mr. Osada of the Marketing Department, Processed Foods Business Division.

Implemented measures this time

• Product sampling ~ Instagram posting

Sampling Chuka Meisai to general gourmet users and collecting UGC (menu photos/comments) through Instagram posts

• Utilizing UGC for in-store sales promotion

Deploying UGC on supermarket POPs to aim for customer empathy

• Spread in-store campaigns via SNS

Conduct campaigns at stores where you can win by buying Chuka Meisai
At the same time, conduct a follow & retweet campaign on X to increase attention

Aiming for a rejuvenation of the target to reach a wider range of customers

--What was the challenge or situation when you first requested us?

Masayuki Osada (Nipponham / hereafter, Osada): "Chuka Meisai" is a meal kit that sets pre-processed ingredients and sauces that reproduce the techniques of a chef. It has the feature of being able to easily make delicious, well-balanced Chinese food by just adding one vegetable, and it has received much support since its release in 1994. However, in recent years, the aging of loyal users has been progressing, and approaching the younger generation had become a challenge.
Given that situation, we launched the X (formerly Twitter) account for Chuka Meisai in 2017 to disseminate information, but I had the impression that it was not leading to store sales.

Toward content that gains empathy from a manufacturer's perspective

--You mentioned that information on SNS does not connect to the store, but where did you think the cause lay?

Osada: After all, information inevitably becomes from the manufacturer's perspective, so there were points where it was difficult to get empathy on SNS. In store promotion, there is the idea that if you stand out first, you win, but on SNS, you need "likes". In addition, I think it was also a problem that we were proceeding with SNS and in-store promotions as separate things.

Know-how is needed to collect UGC as well

--So you used the method of collecting UGC from this sampling, but is UGC so easily collected?

Osada: Wouldn't it be better for Sasaki-san to answer this?

Tomoro Sasaki (BEEATS/ hereafter, Sasaki): Thank you. This time we distributed Chuka Meisai to 100 general gourmet users, but the posting rate to Instagram was 72% for the first time, and 80% for the second time. It is said that the average value of such initiatives is 70% or less, so it is a considerable posting rate. Some people even took pictures of arranged menus. While I think this is because Chuka Meisai is a wonderful product, it is also a point of reflection that our promotion to date had not been able to convey it sufficiently.

Osada: You say it well. Isn't there a corporate secret as to why the posting rate was high?

Sasaki: Of course we have the know-how.
We are striving to increase our contribution to Nipponham every day by incorporating not only our company's but also professional staff's knowledge.

The linkage between SNS and stores has only just begun

--You are utilizing the collected UGC for in-store promotions, but how are the results?

Osada: The new initiatives are very well received within the company. However, this is also a challenge, but the correlation between promotion and sales volume is very difficult to see. First of all, we were able to start measures to connect SNS and stores, and that alone is an achievement, but of course it is a situation far from satisfaction. I want to challenge various things more and evolve it into something like OMO promotion unique to Nipponham.

Expectations for the fusion of BEEATS' in-store promotion knowledge and SNS

--What kind of promotions would you like to do in the future?

Osada: We are currently running one-off measures continuously, so I would like to do promotions over a longer time axis. If we can plan for half a year or a year, I think we can do things like influencer assignment, or even better, coordination with product development. I think we can proceed with a firm story, so I want to plan promotions over a longer time axis. And even if we use SNS, the place where customers actually pick up and buy the product is the store, so I think BEEATS' knowledge is very important.

--Thank you for your time today.

Osada: No, no, thank you for your continued support.

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Thank you for reading to the end.
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