buzzLife word-of-mouth project for "Meiji the Chocolate". Four new flavors of the renewed "Meiji the Chocolate" product, including the powerful deep Comfort Bitter and the dense deep and delicious Velvet Milk, were delivered to 5,000 buzzLeaderpeople on the day of the product's release to allow them to experience the product and word-of-mouth the product to their friends who might like the product. The word-of-mouth campaign had a strong ripple effect by reaching a target audience that matched the product's characteristics.

Summary

Prior to the buzz project for the product renewal, some buzzLeaderwere invited to an offline event as a preliminary experience. By publishing a report on the event prior to the project, many buzzLeaderwere able to deepen their understanding of "Meiji the Chocolate" before experiencing it. Based on the knowledge and experience gained from the reports, buzzLeadertargeted the target audience and provided them with information that they would like to share with their friends to provide them with a deeper tasting experience. buzz project resulted in a ripple effect from 5,000 buzzLeaderparticipants to over 140,000 participants and 87% of participants and their friends continued to purchase the product. and 87% of the participants and their friends were willing to purchase the product again.