NEL, Hakuhodo and pHmedia use a retail media ad package to promote Nissin Foods’ Nissin Raoh bag noodles, generating over 2.3 million UGC video views

NEL Inc., provider of the platform “osi a,” which connects brands and customers through fandom-driven recommendations, carried out a sales promotion for Nissin Foods’ “Nissin Raoh Bag Noodles” using a retail media advertising package jointly offered with Hakuhodo Inc. and pHmedia Inc. Through the use of osi a, the initiative generated 113 UGC posts across TikTok and Instagram and achieved more than 2.3 million total views. High-performing short videos were also aired on in-store digital signage at Don Quijote, contributing to higher in-store sales. The initiative was launched against the backdrop of a growing food culture centered on social media, where consumers watch recipe videos and enjoy creating their own variations. Purchasing behavior triggered by videos that make viewers want to try a recipe has become increasingly common. At the same time, brands still face the challenge of linking social media buzz to their own products and converting it into actual in-store purchases. Nissin Raoh is a brand highly regarded for both quality and recognition, supported by many repeat customers. To expand touchpoints with new customers, the brand needed an initiative that connected social media buzz with product appeal at the shelf, encouraging a full journey from out-of-store awareness to in-store purchase. Based on this background, Hakuhodo, NEL and pHmedia used their jointly provided advertising package to combine the creation of UGC recipe videos for Nissin Raoh Bag Noodles through osi a with video distribution on Don Quijote’s in-store signage. The campaign ran from December 2025 to January 2026. Quantitatively, it generated 113 UGC posts across TikTok and Instagram and more than 2.3 million total views. Videos with the highest view counts were shown on Don Quijote in-store signage, contributing to increased store sales. Qualitatively, recipe videos on social media received many comments indicating purchase intent, such as “I want to copy this,” “I want to try it,” and “I’ll buy it next time.” Easy and stylish recipe arrangements resonated mainly with women in their 20s and 30s, creating new customer touchpoints by proposing new eating occasions for Nissin Raoh Bag Noodles. Users registered on osi a with strong interest in food and recipes widely posted recipe videos using Nissin Raoh Bag Noodles on social media. According to a survey of participating users, 90% purchased the product after seeing it on osi a, and about 60% of those buyers said they wanted to buy it again. Comments on the recipe videos included reactions such as “I want to copy this” and “I want to try it,” showing that consumer-generated recipe videos successfully reached viewers as enjoyable food experiences. In addition, videos from osi a users that performed well on social media were also shown on Don Quijote in-store signage operated by pHmedia. This created a purchase path in which shoppers watched the videos at the shelf and picked up the product. As a result, in-store sales showed a certain level of growth during the same period as the increase in social media posts and views, suggesting a relationship between online buzz and in-store purchasing behavior. Eri Yamaguchi, Chief of the Retail Marketing Team in the Strategic Planning Department of Nissin Foods’ Sales Division, commented that Nissin Raoh has long been loved by many customers, but reaching new customer segments with the product’s appeal has been a major theme. The recipe videos collected through osi a included many eating ideas the company had not imagined, and the company felt a strong response from consumer comments such as “I want to copy this” and “I want to try it.” Airing videos that had received strong reactions on social media through Don Quijote’s in-store signage also led to purchasing behavior in stores. She described the initiative as one that showed the potential of promotions linking social media and retail stores. The retail media advertising package jointly offered by NEL, Hakuhodo and pHmedia connects social media with retail shelves. Among short-form UGC videos posted by consumers through osi a, videos that receive strong social media engagement are aired on Don Quijote in-store signage. For brands, the package provides a promotion that links online and offline activity in a single flow, from generating social media buzz to driving purchases at the shelf. osi a is a fandom-driven purchasing platform that connects brands and consumers through recommendations. Users discover products listed on osi a, purchase them themselves, and post short videos on social media, earning rewards based on view counts. For brands, osi a provides a mechanism that promotes consumer UGC and creates social media buzz with high reproducibility. pHmedia plans, develops, sells and operates integrated media solutions in the retail field and provides consulting for the retail sector. NEL Inc. is a startup with the vision of “creating a world where enthusiasm circulates,” building new economic zones through technology based on individual enthusiasm. In addition to developing and operating the fandom-driven purchasing platform osi a, it runs a marketing solutions business covering SNS marketing strategy planning and execution. Against the backdrop of short-form video social media growth, NEL’s company-wide sales growth reached 205% year on year, while osi a grew 1,000% year on year within one year and two months of launch, with business relationships with more than 200 companies, mainly major food and cosmetics manufacturers.