Case Study: Kao Corporation achieves 10-point lift in brand awareness, 3-point lift in purchase intent and 1.5X in-store sales with Facebook

Appealing to young people with Facebook video ads in carousel format

Kao Corporation reintroduced Pyuan shampoo and conditioner under its Merit hair care line and faced the challenge of reaching younger consumers—women in their 20s—to boost brand awareness and expand the product’s market without using TV advertising.

Kao ran a digital‑first campaign on Facebook and Instagram targeting women 18–29, using short, rotating carousel videos (animated GIFs) and Stories that brought the “cleansing life” message to life through a playful character. The creative approach drove strong business results: a 10‑point lift in brand awareness, a 3‑point lift in purchase intent, and a 1.5× increase in year‑over‑year in‑store sales.

Kao Corporation

Junya Seki

BC Skin Care/Hair Care Business Unit