| Industry | Manufacturing: Sports Brand |
|---|---|
| Annual Revenue | Approx. ¥3 billion |
| Existing Channels | Google Ads, Meta Ads, X, Official LINE |
| Services Provided | X × LINE Campaign Design / SNS Content Strategy / LINE Subscription Growth / Purchase Pathway Design |
A sports manufacturer with an annual revenue of 3 billion yen. Brand awareness was strong, and they held official accounts on both X and LINE. Yet, looking at the numbers, the challenge was clear: Official LINE subscriptions were stagnant, and new customers weren't increasing. Meanwhile, Google and Meta ad costs were rising year by year, continuously eroding profit margins.
"We have awareness, but conversion efficiency to sales is dropping"—the dilemma where investing ad spend yields thinner profits is a structural issue many manufacturers face today amid soaring digital ad costs. Without establishing new acquisition channels, there is no escaping this pressure of increasing costs.
Meets Consulting focused on "existing assets." X followers are individuals who already harbor an interest in the brand. Guiding this demographic to LINE to establish continuous contact closer to the point of purchase was the most cost-efficient path for new customer acquisition. Rather than pouring ad spend to bring in new people from outside, transitioning those who already have a connection to a deeper relationship—this paradigm shift is the core of the X × LINE strategy.
We designed and executed a campaign urging existing X followers to register for the Official LINE. By clearly defining registration benefits (exclusive coupons, early information access, perks, etc.), we thoroughly appealed to their desire to "want to register for LINE." This design shifts existing followers to a high-engagement channel with zero ad cost.
To increase the base pool of traffic to LINE, we simultaneously fortified efforts to acquire new followers on X. While maintaining daily posts, we shifted the content axis from "appealing product specs and features" to "appealing customer benefits." By conveying "how following this brand will change my life/sports performance," we enhanced both the quality and quantity of followers.
To ensure prospects registered on LINE connect to purchases, we designed pathways within LINE. By distributing regular content, exclusive sale info, and new product announcements, we built a system where subscribers recognize LINE as "the place where the latest info always arrives." This established a self-owned promotional channel completely independent of ad spend.
Following the campaigns, LINE subscribers surged by +15,000. Additionally, through consistent approaches to these subscribers, the purchase rate via LINE recorded an astonishing +600% growth. The acquisition structure transitioned from being dependent on ad costs to a purchase channel centered on owned media (LINE).
As Google and Meta CPCs continue to rise, the value of "owning followers and LINE registrants as assets" is climbing exponentially. This case proves that simply "re-designing properly" the touchpoints you already possess can generate a fresh revenue channel without spending on advertising.
"We had previously focused entirely on Google and Meta ads, but proposing the 'X × LINE' combination as a new method was fantastic. Ad costs, particularly CPCs, are increasing every year, so we definitely want to continue pursuing new initiatives like this."— Manufacturing (Sports Brand), Manager
Got challenges with EC or digital marketing?
Consult with Meets Consulting. Initial consultation is free.