Pocky – Japan’s no.1 snack – has a core mission to share happiness to everyone. Coming into Q1, Pocky wanted to continue this mission while using social media in a refreshing way.

That’s why we tasked ourselves to change people’s mood from sad to happy using only social media. To do this, we harnessed the power of music as the ultimate mood changer. After all, studies have shown that music can change someone’s mood.

Given all of these, we wanted to create a Q1 campaign for Pocky that will change people’s moods using only social media.

With Pocky All Tastes Covered, we turned Pocky sticks to soundwaves that when scanned, will take you to a special Spotify playlist that changes moods. These soundwaves are found on social media during key snacking moments – New Year’s celebrations, Valentine’s season, beach outings, and road trips.

Each post features a specific beats per minute (bpm) with a playlist consisting of songs that has the same bpm. These bpm-specific songs can change your mood when you listen to them. January contains songs with 112 bpm to make people feel celebratory, February with 63 bpm to make people relax, March with 120 bpm to make them pumped up, and April with 95 bpm to make them excited. The posts also reflect different Pocky flavors that matches the occasion.

Pocky’s target market are the young adults. These people love to snack and listen to music. To be able to capture them, we must do something fresh, relevant, and interesting. We must not be hard sell or pushy.

That’s why we focused on Facebook and Spotify as our main channels in executing the idea. These channels are highly relevant to them.

We also curated our list of songs to make it current. Part of this curation is selecting the right song with the right beats per minute to be able to change moods.

Since we don’t want anything hard sell, we must do this organically. To succeed in this, we timed our posts during key moments: New Year’s festivities, Valentine’s, beach outings, and road trips.

This way, we were able to change people’s moods through timed organic posting and creating something relevant and interesting to them.

We implemented Pocky All Tastes Covered during Q1 of 2022. The 4 posts were timed during New Year’s festivities, Valentine’s preparations, seasons for summer outings, and road trips. These posts were placed organically on Pocky’s Facebook account and posted during opportune times when our market are scrolling on their phones. Since this is done using social media, every young adult in the Philippines were able to experience the campaign.

Coming into Q1 of 2022, Pocky wanted to share happiness in a fresh and interesting way using social media.

The campaign was done using only organic reach, but it was able to post a 103% higher engagement rate compared to Pocky’s general organic content.

Moreover, the 4 posts had an average 475% higher engagement rate than posts from food and beverage brands during that time period. It was 600% higher on January, 800% higher on February, 200% on March, and 300% on April.

Pocky All Tastes Covered was able to change people’s moods using the power of music and shared happiness through social media.