Kagome Vegetable Life 100

Overview

A vertical video initiative centered on short dramas × influencer content to build continuous touchpoints with consumers for the long-selling brand “Yasai Seikatsu 100.”

Kagome’s “Yasai Seikatsu 100” has been enjoyed by a wide range of generations for many years, but faced challenges with customer attrition due to life stage changes and momentary brand recall formation centered on TV commercials. OASIZ designed a vertical video initiative combining short dramas and influencer content based on the concept of “embracing 100 different family forms and memories with Yasai Seikatsu.” Starting from social media, the initiative aims to build a foundation for continuous communication with consumers by depicting real everyday family moments.

Challenge

TV commercial-centered momentary messaging failed to create continuous consumer touchpoints, facing challenges in differentiation from competitors and preventing customer attrition.

While “Yasai Seikatsu 100” is a long-selling brand, there was a tendency for customers to disengage due to life stage changes. Although the brand wanted to establish its position as a “family health beverage,” there was a gap with competitors, and TV commercial-centered initiatives only resulted in momentary brand recall formation. New measures were needed to increase sales through continuous communication with consumers.

Solution

With the theme of “100 Types of Families,” integrating the brand into diverse family daily lives through short dramas × influencers.

Starting from the diverse forms of modern families—single-parent, dual-income, grandparent-led households, families with parents working away from home, etc.—the word “100” in “Yasai Seikatsu 100” was redefined as a symbol of 100 types of family love and relationships. Short dramas depict real everyday family moments as stories, designed to evoke empathy and comments. By combining with influencer content, diversity in content patterns is ensured while building up contact frequency with consumers through continuous messaging starting from social media.