We have also implemented ID linkage to link our customer information with our LINE account. “As we try to gain new friends, we are also sending carousel-style and product-specific segmented messages. ORBIS is currently developing a LINE communication strategy that promotes its products through messaging and utilises LINE chat to attract new customers and encourage them to become friends through ID linking. What are the most effective types of creatives and messaging? As of July 2020, the account has grown to 33 million friends and 5.5 million active friends. Tadashi Yamaguchi, Group Manager, New Strategy Group, Marketing Strategy Department, ORBISįollowing the launch of their LINE Official Account, they sent out 18 rounds of LINE promotional stamps to acquire new friends. That’s why we had high hopes for LINE as a new channel”. “ORBIS originally started out as a mail-order business, so we have a long history of direct marketing that involves communicating directly with customers. In 2013, at a time when the company was transitioning from paper-based advertising to digital, they decided to open a LINE Official Account in order to develop a fresh strategy on a new channel. For this reason, we were quick to start delivering products in simple packaging, and have a history of planning and implementing not only products but also services and marketing methods ahead of the times, with an overwhelming focus on the customer and cost performance”. However, at the time, ORBIS were focused on identifying what was truly necessary and long-lasting, and considered the global environment. Even the boxes of cosmetics were sparkly. When the brand was launched in 1987, the bubble economy was in full swing and everything was glamorous and luxurious. “We have been promoting marketing measures with an emphasis on novelty. They also have a policy of proactively utilising new channels and media. The company’s product marketing strategy is founded on direct marketing, leveraging their customer list to communicate directly with users. They are behind the iconic skincare series ‘ORBIS U’, edible skincare product ‘ORBIS Defensera’, and cleansing product ‘ORBIS Off Cream’, which switches the skin and the mind into “off mode”. Their brand message is ‘Make you feel beautiful’. Since its founding, beauty brand ORBIS have been committed to “believing in and drawing out the skin’s natural strength’. Compared to other social media channels, the conversion rate of fans (those who have made a second purchase) via the LINE Official Account was 160.5%.Compared to the efficacy of other social media channels, the CPO (cost per order) for new user acquisition via the LINE Official Account was 30.3%.Established a messaging dissemination plan for the LINE Official Account, and implemented a PDCA cycle while improving creatives and segmentation.Established a LINE Official Account and gained 33 million friends through the use of LINE promotional stamps and other methods.To develop marketing policies that cover everything from brand awareness and customer acquisition to customer loyalty through the same channel without needing to divide communication.LINE Japan spoke with Sunao Yamaguchi of ORBIS about their LINE marketing strategy. With customer data at the core, ORBIS utilises their LINE Official Account to develop everything from brand awareness and customer acquisition to customer loyalty. They currently have over 33 million friends on LINE. *For previous coverage, click here (in Japanese). The beauty brand ORBIS, founded in 1987, have been using their LINE Official Account as one of their key communication channels since 2013.
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