Ureru Net Advertising Group Expands Knee and Joint Supplement Lineup

Overview of Expansion

On October 25, 2023, Ureru Net Advertising Group, officially known as Ureru Net Advertising Co., Ltd. and registered under the Tokyo Stock Exchange Growth market with code 9235, announced a significant expansion in their offering of knee and joint supplements. The company, headquartered in Fukuoka, Japan, and led by CEO Koichi Leo Kato, aims to enhance its health product category and diversify its healthcare initiatives.

Strategy Behind the Expansion

This expansion aligns with Ureru’s ongoing transition from a traditional D2C model focusing primarily on health foods and cosmetics to a broader spectrum that includes medical services such as AGA treatment, online medical consultations for aesthetic needs, and medical hair removal. By enhancing their knee and joint supplement offerings, the company is pursuing both a stronger product lineup and expanded healthcare project ventures.

Current Developments in the Product Category

- Ongoing Projects: Ureru has already launched one knee and joint supplement project, which is currently being tested to gather initial performance data.
- New Initiatives: The company has recently approved two additional projects within the same category, marking a robust expansion across multiple brands.
- Operational Efficiency: The focus will also be on enhancing the effectiveness of product messaging and creative strategies to streamline operations further.

Note: This announcement does not make any claims regarding the specific health benefits of the products. All advertising will comply with relevant laws and platform guidelines.

Operational Framework: Integration for Growth

Ureru aims to establish a solid operational framework through a three-pronged approach consisting of

- Design: Creating standardized templates that encapsulate target audience profiles, key messaging, and pathways to conversion tailored specifically to knee and joint supplements. This will ensure consistency in addressing common needs across various demographics.
- Creative Resourcefulness: Successful creative assets from initial tests, including still images, short videos, and text snippets, will be modularized. This allows for rapid repurposing across different brands and media outlets while maximizing the efficiency of resource usage.
- Multi-Variable Testing: Findings from the first project will be quickly expanded to new ventures, testing variables such as headlines and benefits across various media formats (e.g., feeds, videos) to optimize costs and accelerate learning cycles.

Media Distribution Optimization

By integrating several platforms—Meta, TikTok, LINE, Pinterest, X (formerly Twitter), and Google (YouTube, Demand Gen)—Ureru will optimize reach and engagement, balancing frequency and conversion rates at the category level. This meticulous management aims to prevent overlapping contacts and ensure efficient investment across brand and acquisition efforts.

Evaluation Strategy: Short-Term and Long-Term Goals

To ensure sustainable profitability, Ureru will monitor not just short-term KPIs like CTR, CV, and CPA, but also long-term metrics such as LTV and repeat purchase rates. This dual-focus approach will help safeguard the category’s overall profitability and sustainability.

Future Outlook: Enhanced Knowledge Sharing and Scaling Solutions

By establishing multiple projects within the knee and joint supplement category, Ureru anticipates accelerated knowledge sharing and scalability. Utilizing their expertise from the medical and clinic sectors will further the expansion of healthcare products driven by D2C principles.

Ureru remains committed to a model capable of responding to diverse media channels effectively, aiming for a balance between profitability and growth to elevate corporate value in the long term.