Vacuum brand Raycop shares brand story with customers in Japan using full-funnel marketing

In late 2021, Raycop launched their first Sponsored Products ad on Amazon.co.jp after observing sales growth on Amazon in North America where they initially sold. As they started selling in Japan, Raycop felt the need to build their brand on Amazon so customers would instantly tie the brand name with cleaners. To that end—with help from Amazon’s 1:1 ad support and through learnings from attending webinars—the brand expanded their ad portfolio to Sponsored Brands and Sponsored Display to reach a wider range of shoppers.

Raycop also found that their Store played an integral part in communicating their brand story through carefully curated custom images and videos. After linking their Sponsored Brands ads to their Store, they saw more customers visit their Store and make bundle purchases, which helped drive further sales.

In 2022, Raycop saw 3x the visits to their product detail pages, a success that Raycop attributed to the increased exposure from their advertising endeavors.¹ How does Raycop manage their multi-solution ads on Amazon? Oikawa and Noh share some of their main marketing strategies:

• Adjust budgets daily: While Raycop now spends roughly 7% of their overall sales on advertising, they do a daily check-in to track their spend and dial up the budget so their ads are always turned on.
• Set the right goal metrics for each campaign: For Sponsored Brands, Raycop measures how many new-to-brand customers they’ve gained over the past 12 months, whereas for Sponsored Display, they look at impressions and conversions as they speak more to how much upper-funnel impact their ads are making in the short term and long term.
• Select smart keywords: Especially before and during key shopping events, Raycop selects specific and informative longtail keywords that are less likely to be bid on by similar brands. It is important to conduct regular research on suggested keywords and shopping terms that customers are using to find their products.
• Use both automatic and manual targeting: Raycop uses both automatic and manual targeting on all advertised products to help maximize exposure.

Over a decade since the company was founded, Raycop continues to see success. In 2022, the brand received the Seller FBA Award, an annual honor given by Amazon Japan that recognizes sellers that uses Fulfillment by Amazon to achieve growth while providing excellent customer satisfaction.

And yet, the sky is the limit for Raycop, as the brand’s mission—to help customers sleep and live healthier—continues. Finding advertising a key ingredient to their success, Noh says to fellow sellers: “With Amazon Ads, you can start small and fine-tune as you go and learn more about it. So even if you’re an advertising beginner, we recommend you rest assured and give it a try.”