Calbee community powered by Commune
Recipe for success: fostering community collaboration and consumer engagement
Overview
Established snack manufacturer founded in 1949, known for iconic brands like Kappa Arare and Kappa Ebisen. In 2020, launched Zeppin Kappa Ebisen targeting mature male consumers who enjoy alcohol.
The Challenge
Lack of direct engagement platform with passionate customers despite strong product demand.
- •No direct communication channel with brand enthusiasts
- •Limited insight into consumer preferences and competitor positioning
- •Need to strengthen retailer relationships
- •Difficulty in gathering authentic consumer feedback
The Solution
Implemented "Zeppin Club," a community space powered by Commune.
Direct consumer interaction platform
Behind-the-scenes content sharing
Collaborative product development through user-generated ideas
Online focus groups for product feedback
Results & Impact
Strong brand advocacy and exceptional customer engagement.
- ✓High NPS scores despite initial 30% brand recognition
- ✓Increased repeat purchases
- ✓Strengthened retailer relationships
- ✓Products sold out in stores due to popularity
- ✓Ongoing collaborations for future product releases
"Commune enabled direct and meaningful communication with consumers, positively impacting overall brand loyalty."
Yuto Odawa
Kappa Ebisen Brand Team Marketing Division at Calbee
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