On the first day after ウェルネオシュガー launched its official X account, its announcement post received 5,704 reposts and quote posts. Participation required just 2 steps, following the account and reposting the post, and the campaign spread rapidly from the outset.
ウェルネオシュガー launched its official X account, and its campaign announcement post received 7,826 reposts and 640,967 impressions on the first day alone. It also received 2,418 likes, 761 bookmarks and 450 replies. Activity was quiet immediately after launch, but peaked during the noon hour, after which the pace continued at 300 to 400 per hour into the evening.
The campaign prizes comprised a first prize of a ¥100,000 Hoshino Resorts accommodation gift voucher for 1 person and ¥5,000 Amazon gift cards for 100 people. Entry was completed simply by following the account and reposting the post. The growth in reposts and impressions was a factor behind the campaign's strong performance from the first day.
ウェルネオシュガー was formed through the integration of 日新製糖 and 伊藤忠製糖 and later merged with 東洋精糖. The campaign formed part of the company's greetings marking the merger, and an official X account was also newly established. The analysis indicates that the company's everyday consumer touchpoints through its sugar products provided a tailwind despite the new corporate name.
Three reasons have been cited for the growth: the low effort required to participate, the motivation provided by reposts, which were approximately 3.2 times the number of likes, and the fact that the prizes were tied to everyday products with a presence in consumers' daily lives. The importance of looking beyond the initial figures and also monitoring sustained activity after the peak has been highlighted.