Angels by the Sea
Launching an Online Shop in Japan
CHALLENGE
Consult a boutique apparel brand for their launch of a dedicated Japanese e-commerce shop, focusing on social media.
SOLUTION
Hawaii resort fashion brand Angels by the Sea looked to expand sales beyond their offline retail shops in Waikiki and promote their newly built e-commerce shop dedicated to the Japanese market. We were tasked with boosting domestic interest in their brand and driving potential customers to their site.
Tapping into our Japanese market experience, we began by providing consulting services to assist them in identifying their specific targets and defining a messaging angle.
From there, we designed a digital communications strategy, engaged influencers to showcase products locally, and planned and implemented a launch campaign aimed at building awareness and interest.
We started with research first. Compiling data and insights from both the brand and the Japanese market, we created an online survey aimed at honing in on who exactly would be interested in making purchases and what their lifestyle is like. This also gave the client a glimpse of their targets’ psychology since deciding to purchase online while in Japan is quite different from when they’re buying offline during their travels in Hawaii.
Working with a survey company in Japan, we launched it to the general demographic target nationwide. The results identified a few key targets in which we built personas from, honing in on both demographics and psychographics.
From this point, we planned a social media-focused launch campaign, “春のくつろぎキャンペーン / Spring Relaxation Campaign”. This included designing multiple ad creatives and texts, constructing email marketing flows, lead collection pages, and operating paid media while doing A/B testing.
To increase the perceived value of the brand and its campaign, we organized an offering from Japan’s renowned resort brand Hoshino Resorts. This helped increase awareness and interest while decreasing paid media spend.
These initial efforts have positioned Angels by the Sea to further communicate with potential Japanese customers, continue to optimize their assets and further localize and grow in Japan.
RESULTS
Our consulting and efforts in driving targeted Japanese traffic to their e-commerce site resulted in achieving an above average click-thru-rate on social ads, decreasing cost per landing page view by -8.33%, and increasing purchases by 7x after the first campaign month. Hundreds of new leads were also gained, creating a solid foundational Japanese audience for future communications.
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