Oyatsu Baby Star is a popular Japanese snack consisting of crispy, bite-sized noodle sticks. Originally introduced in 1959, Baby Star has since become a beloved snack in Japan and beyond, with a variety of flavors and packaging options available.
Oyatsu Baby Star Taiwan was introduced to Taiwan in 1986, with its unique flavors like spicy beef and curry quickly gaining popularity among local consumers. In 2017, the company expanded with its first overseas factory in Taoyuan, Taiwan. Today, the Taoyuan factory not only serves the local market but also exports to various overseas markets, including Hong Kong, South Korea, the US, and Australia.
Despite being a globally recognized Japanese snack brand, Oyatsu Baby Star Taiwan has been slow to embrace social media and digital marketing. Their social media accounts have low engagement rates and limited content compared to other snack brands.
Oyatsu Baby Star has gained popularity not only in Taiwan but also in other countries. Its distinctive taste and texture make it a favorite among those who enjoy trying new and exciting snacks. The ramen snack is widely available in convenience stores, supermarkets, and online retailers throughout Taiwan.
To increase brand visibility and generate excitement around our products, we will strengthen our digital presence by expanding and maintaining an active presence on all major social media platforms.
To increase engagement on our social media channels, we plan to highlight our limited-edition local and international flavors and ingredients. To generate buzz around these unique offerings, we will offer surprise giveaways and promotions to our followers.
The brand positioning strategy for Oyatsu Baby Star focuses on convenience, uniqueness, and healthiness, as well as appealing to children and young adults.
The social media platforms will continue to emphasize its fun and playful packaging design, featuring colorful and cute cartoon characters. In addition, we plan to update and redesign the cover and profile images for different holidays/ events to further engage with our audience.
To fully utilize the visual nature of social media platforms, we will highlight its unique noodle texture and flavors. To engage our audience, we will share fun and creative snack ideas, as well as host contests and promotions that encourage user-generated content.
A crispy, colorful, and creative snack (social media) culture!
As the social media marketing specialist for this project, I was faced with the unique challenge of revitalizing the social media presence of a well-known brand that had almost no digital footprint in Taiwan. In this multifaceted role, I played a key role in crafting the brand's visual, social, and creative story. My responsibilities included overseeing the design and strategy of the social media platforms, as well as developing compelling marketing materials that would bring the brand to life for the public.
I crafted a series of social media posts that reflect the brand's playful wit and humor, incorporating animated GIFs and visually appealing content to highlight upcoming new flavors and collaborations. These efforts positioned Oyatsu Baby Star as a creative and fun brand in the highly competitive snack industry.
After maintaining an active presence on Facebook for 6 months, I expanded the brand's social media reach to Instagram, implementing a range of engagement tactics including turning consumers into brand ambassadors, interactive online and real-life games, and exciting giveaways to generate interest, initiate conversation, and drive traffic to the brand's Instagram page.
The whimsical packaging design and charming Baby Star characters perfectly embody the cheerful and entertaining nature of Oyatsu Baby Star. To reflect the brand's playful personality, I crafted a fun and lighthearted tone for the copy that features clear calls-to-action, inviting consumers to try the product, follow the brand on social media, and participate in promotions and giveaways.
This approach not only encourages consumer engagement but also generates a wealth of user-generated content that resonates with their interests, values, and desires. Our copywriting strategy aims to create a fun, engaging, and inclusive brand voice that showcases the unique flavors and rich history of Oyatsu Baby Star, resonating with consumers on a personal level.
Ellie Liu, Marketing Coordinator
Mustafa Wang, Account Executive
Wetz Lin, Campaign Manager
Within just 6 months, the brand's Facebook page saw a staggering 5x increase in followers, with an average engagement rate of 10.6% that has been consistently maintained. The brand's Instagram account also experienced rapid growth, gaining over 1000 followers in the first month alone. These impressive results are a testament to Oyatsu Baby Star's commitment to digital innovation and customer engagement, and provide a solid foundation for continued success in the future.
