Ubun boosts Izawa Towel’s Prime Day sales by 113% with targeted ad strategies

Engaging in deep discussions to understand strategic intent

To maximize sales during Prime Day and strengthen its sales foundation, Izawa Towel turned to Ubun, a full-service marketing technology company specialized in helping HAQM vendors. Izawa Towel outlined the following goals: to strengthen sales via advertising—from both new and existing users—and to drive overall sales before and after Prime Day. The first step was ensuring a thorough understanding of Izawa Towel’s long-term goals.

Strategic discussions between advertisers and partners are essential to achieve appropriate ad investments for each brand and product, especially for products where the priority is expanding market share rather than securing profit. It’s essential to consider variables such as brand profitability, repeat rates of purchase, and market forecasts for planning and optimization.

—Yuki Kumagai, Executive Consultant at Ubun

Investing in peak Prime Day time slots to capture new and repeat sales

Ubun began by deploying HAQM Marketing Cloud to analyze Izawa Towel’s sales performance during the last two-day Prime event. Ubun identified peak sales hours, notably the first two hours after the start of the sale, and the last four hours each day, especially the last hour of the second day. They also noted a trend in buyers’ behavior during these peak slots, where sales in the first two hours arise from brand-related keywords and sales in the last four hours arise from general keywords.

Based on these findings, Ubun skewed Izawa Towel’s advertising budget towards these peak sales hours. Izawa Towel focused on blocking brand keywords in the first two hours of the sale, to prevent customers from defecting to competing products. They also allocated budget for the last four hours of the second day to strengthen delivery to general keywords to attract new users to the brand.

Detecting and adjusting ad stoppages with real-time budget alerts

Because of a limited daily ad budget, ad delivery often stopped before a sales event was finished. However, detecting ad delivery stoppages in real time was challenging for Izawa Towel.

To minimize missed sales, Ubun introduced a daily, real-time budget alert using HAQM Marketing Stream. The alerts are delivered via Ubun BASE, an automation tool that also provides dashboards and reporting with integrated sales and advertising data. Izawa Towel can now promptly respond to and adjust budget parameters during Prime Day to capitalize on every sales opportunity. Ubun also implemented measures such as allocating more budget to campaigns that are doing well but require more funds to continue its momentum.

Increasing sales by more than 100% during Prime Day

Izawa Towel’s advertising-driven sales increased by 113% in 2023, compared to its Prime Day performance in July 2022—when overall sales were declining.¹ Additionally, overall sales improved by 122% compared to the seven days before and after Prime Day.² Through a targeted ad investment strategy based on peak hours, and real-time data monitoring with budget adjustments, Izawa Towel successfully strengthened sales via advertising and overall sales before and after Prime Day.

The brand also successfully reached new customers through advertising during the 2023 sale. Compared to the same period of the week before Prime Day, sales from new users via advertising rose by an impressive 2,008%.³

In a challenging situation with a limited budget, we are grateful to have maximized sales, product views, and clicks for our brand.

—Miki Yoyasu, Representative at Izawa Towel