Case study
Partner Awards winner Ubun helps ORBIS exceed sales goal by 200% with full-funnel strategy
Through strategic use of Amazon Ads solutions, Partner Awards winner Ubun helped ORBIS expand beyond their traditional channels, driving exceptional results across awareness and sales metrics.
key insights
200%
Sales goal exceeded by 200% through full-funnel strategy
6.5x
Higher click-through rate with homepage hero advertising
56%
Increase in page visits with Fire TV campaigns
The Amazon Ads Partner Awards celebrate ingenuity and innovation in digital advertising. The Full Funnel Advertising Award (APAC) category recognizes partners who demonstrate how their full-funnel strategy connects every customer journey stage—from awareness through to purchase and loyalty—to deliver outstanding client success. Ubun is the winner in this award for their full-funnel campaign for ORBIS, which helped them exceed their sales goal by 200% for their new product line.
Goals
POLA ORBIS Holdings is Japan's fourth-largest cosmetics group. Their brand ORBIS is renowned for their wide range of skincare, makeup, and haircare products, sold exclusively through its own direct-to-consumer channels. The company faced a significant challenge when launching their new product line, SHOT PLUS, which would be sold exclusively through the Amazon store and drugstores—a departure from their usual distribution model. Their direct-to-consumer approach, while successful, had limited their ability to reach new audiences at scale.
The brand partnered with marketing and technology agency Ubun Co., Ltd. to tackle several critical challenges. They needed to expand brand awareness beyond their existing customers without impacting sales of their current product lines. Additionally, they had to prove their brand relevance in unfamiliar retail environments like the Amazon store and physical retail stores, all while discovering and connecting with new, relevant audiences through new channels.
Approach
Ubun developed a comprehensive full-funnel advertising strategy utilizing multiple Amazon Ads solutions. They implemented homepage hero advertising—a premium advertising spot on the Amazon homepage—and Fire TV advertising to help build brand awareness. This was complemented by Amazon DSP re-engagement and sponsored ads campaigns to help drive purchase optimization. This created a seamless path to purchase for relevant audiences.
The team leveraged Amazon Marketing Cloud and UbunBASE to analyze performance and help optimize delivery. Their approach ensured seamless coordination across all stages of the shopping journey, from awareness through consideration to purchase. By creating cohesive messaging across different ad formats and channels, they guided audiences through their shopping journey while maintaining brand consistency.
Yukiko Hiratsuka, Manager, Online Sales Team BtoB Division, ORBIS Inc.This experience reaffirmed the scalability and agility that Amazon Ads solutions uniquely offers.
Results
SHOT PLUS sales exceeded the original goal by 200%, while homepage hero ads generated a 6.5x increase in click-through rate.1 Fire TV advertising drove a 56% uplift in page visits during the campaign period.2 The initiative achieved ad cost recovery within seven months, significantly faster than the projected 12-month timeline.3
Customer engagement proved strong, with shoppers making an average of 2.5 purchases within six months of their initial purchase.4 These results validated both ORBIS's channel expansion strategy and Ubun's innovative approach to full-funnel advertising, establishing a strong foundation for sustainable growth.
Sources
1-4 ORBIS, Japan, 2024-2025.