Cross-Channel Optimization Project Based on SNS Competitor Analysis for Cosmetics Manufacturers
Search and Advertising Synergy Marketing Strategy Derived from SNS Data Analysis
- Sato and Yoshida
01.
Client Challenge
Cosmetics manufacturers were promoting anti-aging serums targeting women in their 40s and older.
Despite actively implementing social media strategies, the ripple effect on concrete marketing metrics—such as increases in branded searches and brand awareness—remained limited, failing to sufficiently contribute to business growth.
While they understood the importance of marketing activities aligned with the PESO model, they lacked the expertise and resources to systematically analyze competitors' SNS strategies. Consequently, the causal relationship between specific post content and its impact on brand searches or advertising effectiveness remained unclear.
As a result, effectively allocating marketing resources proved difficult, and maximizing synergies across channels remained a challenge.
02.
Massive Act's Approach
We collected and analyzed engagement metrics and volume of discourse across major SNS platforms for competing brands over time, visualizing the timing of engagement spikes.
We classified and tagged initiatives during peak engagement periods (campaigns, new product launches, etc.).
Simultaneously, we conducted correlation analysis with fluctuations in branded search volume on Google.
Based on these results, we identified the impact of each type of social media initiative on user behavior and designed a cross-channel strategy to maximize search traffic and advertising effectiveness.
03.
Project Outcomes
This project clarified the correlation between effective social media strategies and search behavior, resulting in a 10% increase in brand search traffic.
Additionally, the CPA for branded searches in paid search ads improved by 28%, achieving greater advertising budget efficiency.
Furthermore, creative optimization based on social media engagement analysis boosted CTR by 22% compared to previous levels.
This integrated approach strengthened coordination across marketing channels, ultimately achieving a 15% year-over-year increase in sales for the target products.
