Digital Advertising Achievements1(D2C Functional Food Brand)

I managed a short-term ad campaign for a Japanese D2C health supplement brand with a monthly ad spend of approximately 2 million JPY. The main platforms were Instagram and LINE, with a different landing page used for each campaign. The primary KPI was the number of inquiry form submissions.

As a test marketing initiative, we prioritized gathering insights by running ads across multiple platforms with various targeting patterns.
Through continuous A/B testing, we identified “limited-time offers” and “discount-based messaging” as the highest-performing creative angles. We then expanded to ingredient-focused and educational content to prevent ad fatigue and maintain performance.

We also used heatmap tools like Microsoft Clarity to analyze which ingredients attracted the most user attention. These insights were then applied to improve creative messaging. Additionally, scroll and drop-off behavior on landing pages were analyzed to identify bottlenecks, which led to suggestions for landing page (LPO) and form (EFO) improvements.

Results

Product A
Paid product: CPA ¥2,397
Free offer: CPA ¥1,166
Total: 891 conversions, Avg. CPA ¥1,742

Product B
Total: 3,820 Conversions, Avg. CPA: ¥313

⇒ Achieved 4x increase in GACV and reduced CPA by 80%, delivering exceptionally low CPA in the functional food industry.