Case Study: Kagome achieves 25X increase in orders and subscriptions with Facebook

A juicy online/offline combination

Kagome, Japan’s largest producer of tomato-based ingredients, launched a new vegetable juice, Tsubuyori Yasai, and faced the challenge of driving trial-set orders and recruiting subscribers for a relatively expensive product with a narrow target audience. The company needed a way to identify and reach consumers most likely to purchase both online and in stores.

Working with Allied Architects, Kagome ran a five-month campaign that combined offline surveys and newspaper pamphlets with targeted Facebook ads. They used survey insights to create user-generated-image ads, built Lookalike Audiences from loyal buyers, and retargeted site visitors with Custom Audiences. The hybrid approach delivered a 25× increase in acquisitions, a 35% drop in cost per action, a 2× conversion lift from user-generated content, and a 4× conversion lift when Facebook ads ran alongside pamphlets.

Kagome

Hara Hiroaki

Manager, Marketing Head Office Sales Division