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Case Study: Omiai achieves up to 2.3X more member registrations across channels with Facebook
A Facebook Case Study
Increasing acquisitions on multiple channels with a Facebook brand campaign
Omiai, operated by Net Marketing Co., Ltd., is Japan’s pioneering Facebook-based matchmaking service known for safety and privacy, serving over two million users and about 5,000 daily introductions. Seeking to grow membership, Net Marketing wanted to expand acquisitions and scientifically verify how a Facebook brand campaign would influence signups on Facebook and across other digital channels.
Net Marketing ran a Facebook conversion lift study, splitting audiences into exposed and control groups and comparing brand ads alone and combined with direct-response ads while varying creative. The brand campaign drove strong cross-channel gains — new member registrations increased 1.9× from search engines, 2.3× from affiliate ads and 2× from non‑ad Facebook content — with particularly notable improvements among women.
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