A major cosmetics company's development brand that keeps challenging itself
Data marketing in the second founding phase
Supporting marketing from direct and brand perspectives, continuously co-creating best practices.
- DECENCIA Co., Ltd.
- Business Planning Department Manager
- Nara-sawa 様
A D2C company operating the strategic growth brand “Ayanasu” under major domestic cosmetics group “POLA ORBIS HOLDINGS”. Continuously pursuing performance through advanced digital marketing initiatives, it positioned autumn 2022 as its second founding period and significantly renewed the DECENCIA brand.
01.
Please tell us how you use our services.
We provide comprehensive digital marketing support to maximize brand performance.
Massive Act provides comprehensive support for our flagship brand, starting with performance marketing to acquire new customers, and extending to creative development and campaign execution. We consult with them from the planning phase and also seek their advice as a sounding board. Additionally, they assist us with new initiatives in the CRM domain (scenario design, proposal development, and analysis using MA tools) and support our data efforts.
Pursuing brand relevance and advancing marketing sophistication are essential.
Until now, we believe we have achieved certain results through promotions centered on the core funnel, the standard approach in two-step marketing. However, starting with the renewal to a new brand, we feel we must simultaneously deepen the penetration of our brand's worldview and improve business performance.
To enhance long-term brand loyalty, we first require a marketing plan that prioritizes brand relevance for our customers. We are advancing discussions with Massive Act, exploring both data-driven and creative-driven approaches.
02.
How was your experience using our service?
Not just a business relationship, but a sense of commitment and hospitality.
Through our collaborations with various partners, we consistently emphasize the importance of mutual understanding of the business/brand and alignment with our company culture. With Massive Act's team, we initially worked on specific areas of the core funnel. We highly value their commitment to co-creating best practices—not only in project management but also in their performance-driven approach, multifaceted analytical perspectives, and insightful recommendations.
In terms of straightforward results, they delivered unparalleled outcomes: a 2x increase in conversions year-over-year and a 60% reduction in CPA. They are a crucial partner providing end-to-end support—from designing the PDCA cycle for both media and creative management, through planning, to execution and evaluation.
Moving forward, we will design full-funnel marketing strategies based on data.
As mentioned above, we have primarily focused on core funnel initiatives that are easily measurable against business KPIs. However, we recognize challenges in brand awareness and acquiring sustained loyal users. Moving forward, we must further refine our digital initiatives and shift our focus to a full-funnel strategy. To establish robust data architecture and achieve data-driven brand marketing, we aim to collaborate with Massive Act to explore how to effectively communicate brand value and create compelling motivations that foster greater emotional resonance.
03.
Please share your outlook for the future and what you expect from our company.
A partner who can co-create long-term business performance through both data and creativity.
As previously discussed, adapting to market, competitor, and user changes is essential in this VUCA era. We must leverage our data infrastructure—our company's asset—along with our accumulated promotional data, and ensure its reproducibility. We expect Massive Act to be a partner focused not on short-sighted perspectives like advertising or ad creatives, but on pursuing overall business performance.
