Kawasakiseiki is a leading Japanese beauty and home appliance brand with 65 years of technological expertise. Their hair removal product, the Kawasaki Hair Remover, is a well-established product that has been recognized for its quality in the Korean market, thanks to its patented dome-shaped structure and unique technology. Based on the success in the Korean market, they wanted to expand business into overseas markets through Amazon. They needed a specialized partner in Amazon marketing who could help them from market research and strategy development to creating sales content and managing PPC advertising from the initial stages of business expansion. Since they didn't have separate brand guidelines that could be used globally, they also needed brand guidelines and concept definitions tailored to the overseas market for creating localized content.
Phase 1
Specialized Market Category Research
Because Amazon is a different market compared to the domestic market, the first priority was conducting market research on the Amazon hair removal device market in order to understand how the category market is formed. We researched in detail what sub-categories are formed within the category, what the market size is that we want to target, how many major competitors there are, which competitors are in the market, what price range the competitors have, and what the major keywords are in order to understand the Amazon market.
Based on this market research data, we established pricing and marketing strategies. We defined target consumer personas in detail for each product and defined color palettes, fonts, and overall mood that matched them. In terms of pricing, we took into account margins, target consumer groups, and competitor pricing ranges to set appropriate price ranges for each product.
Phase 2
Content creation and SEO work
Based on the market research and strategy developed for the Amazon nose hair trimmer market, we crafted product descriptions that effectively communicate the product's unique selling points while incorporating relevant keywords for SEO purposes. We also planned the wireframes for the main gallery image, A+ content, and brand store, and defined the necessary assets such as images and videos to be used in the content. We then conducted the photo and video shoot based on these plans, and edited and developed the content in line with the Amazon strategy and target audience. The end result is localized Amazon product content that is tailored to the target consumer base.
In the case of Kawasaki Seiki, they needed to focus on factors other than "price" because their product's cost was higher compared to competitors. They effectively communicated their product's "unique technological capabilities" and presented the product as "high-quality" by creating a main gallery image and A+ content within the product sales page that emphasized a premium feel.
When creating an Amazon Sponsored Brand Video ad, it's crucial to capture the viewer's attention early on. That's why we used dynamic camera movements and unexpected angles to create an engaging intro. Additionally, we emphasized masculinity and a premium feel to evoke empathy with our target customers.
