In Japan’s highly competitive CPG category, major promotional periods go beyond driving traffic. Instead, the focus is on winning new customers and poaching them away from competitors.
During the Prime Member Appreciation Sale, CyberAgent partnered with Pacvue to help a leading CPG brand increase New-to-Brand (NTB) acquisition while maintaining strict budget control.
The goal was not incremental lift. It was measurable growth powered by faster execution, smarter audience activation, and real-time performance visibility during one of the most competitive retail periods of the year.
+17%
Increase in New Customers Acquired (NTB)
+50%
Growth in new unique user reach while maintaining budget levels
-38%
Decrease in Cost Per Acquisition (CPA) of New Customers
-10%
Reduction in operational man-hours
The Challenge
Prime Member Appreciation Sale in Japan compresses competition into a short, high-intensity window.
- Auction pressure increases across Sponsored Ads and Amazon DSP
- Keyword Share of Voice (SOV) shifts rapidly as competitors escalate bids
- Manual optimization limits responsiveness when performance signals change hourly
- New customer growth must be clearly measurable
In addition, while Amazon Marketing Cloud (AMC) offered strong potential for audience activation, building and deploying these audiences required manual workflows that limited speed and scalability during critical promotion periods.
CyberAgent needed a full-funnel strategy that could build demand ahead of peak traffic, then convert efficiently during the event window without increasing operational burden.
The Prime Member Appreciation Sale is one of the most competitive moments in Japan. With Pacvue, we were able to move beyond reactive bidding and execute a coordinated full-funnel strategy across Sponsored Ads and Amazon DSP. The ability to monitor Share of Voice in real time and activate high-value audiences helped us scale new customer acquisition while maintaining strict budget control.
The Solution
CyberAgent executed a full-funnel strategy across Sponsored Ads and Amazon DSP, using Pacvue as the centralized platform for execution, automation, and performance visibility.
Rather than optimizing channels in isolation, the team aligned upper- and lower-funnel efforts around measurable new customer acquisition. Sponsored Ads focused on capturing high-intent demand, while DSP campaigns were used to expand reach and acquire new customers from competitor brands.
Audience Activation with AMC
CyberAgent leveraged Amazon Marketing Cloud to build and activate high-value audiences, which were deployed through DSP campaigns to drive incremental reach and new customer acquisition. By integrating AMC audience workflows within Pacvue, the team was able to accelerate audience creation and activation, improving the speed at which insights could be translated into live campaign execution.
Holistic Performance Visibility with Pacvue
Using Pacvue’s custom dashboard capabilities, CyberAgent analyzed performance across paid and organic channels to better understand acquisition costs and overall impact. This cross-channel visibility enabled more informed budget allocation and optimization decisions.
Share of Voice and Bid Optimization
Pacvue’s Share of Voice analytics provided real-timevisibility into competitive keyword positioning during the Prime event window. Combined with automation capabilities, the team dynamically adjusted bids to maintain presence on priority terms as auction pressure intensified.
Automation and Intelligent Time-Based Optimization
Semi-automated keyword harvesting accelerated targeting refinement, while time-based bidding aligned spend with peak conversion periods. By consolidating automation and analytics inside Pacvue, CyberAgent reduced manual intervention and increased optimization speed during a high-pressure sales cycle.
Execution moved from reactive to proactive, and the result was a more scalable and intelligent operating model for peak event execution.
The Results
The integrated strategy delivered measurable business impact during the Prime Member Appreciation Sale, based on year-over-year performance.
To further validate impact, CyberAgent tested the approach on a subset of the client’s brands. The test brand saw +17% growth in NTB, while comparable non-test brands (not using Pacvue) experienced an average -12% decline in NTB during the same period.
Instead of absorbing rising event costs, CyberAgent turned Prime Member Appreciation Sale into an efficiency and growth accelerator. By aligning audience activation, Share of Voice (SOV) strategy, and automation within Pacvue, the team scaled new customer acquisition while improving operational control.
Awards & Recognitions
