We opened up a “digital gift platform” where all graduates can vote for school clubs that they were once in.

The campaign was instantly shared across social media via graduates' networks. Their timelines were filled with posts of passion.

Football, swimming, baseball, Japanese fencing…; Graduates from all kinds of clubs joined the campaign, showing their continuing support and love towards their former club activities.

WEIDER in JELLY were then sent to the top 500 clubs that won the most votes, as a gift from graduates.

- Digital gift platform -

We developed a “digital gift platform” that covers all high schools/clubs all over Japan. All graduates can find and vote for their alma maters and clubs that they were once in.

- Generated unique images of every alma mater/clubs -

The platform also generates unique images with names of each alma mater/club. Users can create their own original images, and share these with old schoolmates and other friends on social media.

- Sending WEIDER in JELLY as a gift from graduates -

After the voting period, we sent WEIDER in JELLY to the top 500 clubs that won the most votes. Along with WEIDER in JELLY, we sent a special letter that praises the effort of students. Students who received WEIDER in JELLY voluntarily posted their photos and messages on social media, to show their gratitude for graduates.

The impact was huge; 4,617 high schools were involved in this movement; that is, over 90.4% of all Japanese high schools. More than 2.5 million unique users visited the campaign website, and the recognition rate of the campaign was over 13%, in spite of using only social media.

Many graduates rebuilt their relationship with their beloved clubs. Some of them even established new alumni associations. And more people went to watch games to support current students.

Current students received WEIDER in JELLY for free. Moreover, they got to know that their clubs is loved and supported by many graduates, which became a great motivation for them.

The brand WEIDER in JELLY drove engagements with sports-lovers of all generations. 88.9% of campaign participants in campaign users came to love the brand. As a result, the brand achieved 118% in sales compared to the previous year.