Forvia Hella

A top automotive technology and parts supplier aims to grow awareness in Japan.

Challenge

To supplement their B2B activities, help one of the top global automative technology and parts suppliers begin to grow awareness in Japan, a market dominated by local suppliers.

Approach

FORVIA HELLA (officially) is a major German automotive parts supplier that develops and manufactures high-performance lighting technology and vehicle electronics. While well known in other major markets, awareness in Japan was small, as domestic companies dominate the market.

The strategic approach we helped them with centered around surveying the market, localizing existing, global content for a Japanese YouTube channel to establish credibility, and reaching potential customers through targeted ads.

Market survey

Before doing anything, we made sure to help Hella research the market.

Utilizing domestic research tools, we were able to screen 2,000 participants and surveyed 700 car owners in their 20s through 60s, across all regions in Japan. They were split into segments of domestic and foreign car owners.

From the data, we were able to:

  1. Assess existing brand awareness

  2. Gain insights to decision-making factors and purchasing behavior of Japanese car owners in the aftermarket

  3. Determine key opportunities for improving marketing strategy in Japan

YouTube

We opened a dedicated Japanese YouTube channel and provided professional translation, copywriting, and video editing to ensure content resonates with local targets while maintaining Hella's global brand image.

Targeted YouTube Ads

We amplified targeted reach by running YouTube ads focusing on maximizing awareness.

Beginning with data based on our research, we ran ads to areas with high interest in auto parts such as Okinawa, Tochigi, Yamagata, and Akita prefectures. This helped maximize budget efficiency rather than running ads to the entire country.

Utilizing a PDCA cycle, we analyzed ad performance and adjusted targeting and campaign settings to optimize results.

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