KEEN's Community Marketing Supports UGC Creation Aligned with Consumer Context for KOSÉ's 'ONE BY KOSÉ' SNS Campaign, Achieving 480% Average Impressions Using Generative AI Community Analysis
KEEN Inc. supported the promotion of KOSÉ's 'ONE BY KOSÉ' by utilizing Generative AI for 'community' analysis, achieving 480% average impressions and an estimated 350% ROAS compared to standard campaigns.
📋 Article Processing Timeline
- 📰 Published: April 8, 2026 at 19:00
- 🔍 Collected: April 8, 2026 at 10:30
- 🤖 AI Analyzed: April 20, 2026 at 20:44 (298h 13m after Collected)
KEEN Inc. (Headquarters: Shibuya-ku, Tokyo, CEO: Kazuha Ogura, hereinafter 'KEEN'), which provides 'community marketing' support utilizing Generative AI, provided product experience opportunities to influential communicators within specific communities for the promotion of the 'Serum Shield Mini Size' by 'ONE BY KOSÉ', a highly efficacious specialized brand gathering KOSÉ Corporation's unique technological capabilities. As a result, we are pleased to announce that the campaign achieved a total impression count of 240% and an average impression count of 480% compared to general monitor campaigns.
According to KEEN's proprietary calculations, UGC on SNS has an advertising value approximately 10 times that of SNS advertisements (based on our own calculation logic, including comparisons with SNS ad impression unit prices), and this campaign greatly contributed to acquiring product recognition and recall.
◆ Background of the Campaign
In conventional monitor campaigns, 'number of posts' has been emphasized as the primary KPI to deliver information widely. However, in today's world overflowing with information on SNS, not just the number of posts, but the 'quality of reach'—how reliably information is delivered to the target audience's timeline and read deeply—has become more crucial for brand experience.
Therefore, in this campaign, rather than uniform broadcasting, we prioritized communication in 'empathetic words' aligned with each user's context. By doing so, we adopted an approach that allows viewers to receive the brand's appeal in a natural form, leading to recognition and recall with a sense of security and trust.
Upon execution, we defined 'number of impressions' as the key metric, and designed 'who', 'what', and 'how they speak' with the aim of maximizing impressions.
We meticulously analyzed the communities (kaiwai)—which possess unique interests and common languages formed by the target audience on SNS—using Generative AI. We provided product experience opportunities to users who have earned high trust within those communities. Furthermore, by combining online product briefings and round-table discussions, we promoted a deep understanding of the product's development background and features. This successfully led to the creation of 'high-quality, enthusiastic posts' in the users' own words, rather than posts with a strong advertising tone.
◆ Results of the Campaign
This campaign recorded high results, achieving 240% in total impressions and 480% in average impressions compared to general monitor campaigns. Furthermore, it achieved an estimated ROAS of 350% in terms of sales contribution.
In KEEN's proprietary analysis, the advertising effect from viewing UGC is estimated to be worth about 10 times that of SNS ads (based on comparisons of SNS ad impression unit prices, etc.), proving it to be a highly effective marketing measure.
Comment from Miyako Takahashi, Advertising Planning Section, Business Promotion Department, Consumer Brand Business Division, KOSÉ Corporation:
'By visualizing the results through this campaign, I feel we can utilize the Community DB with more confidence in the future. I also felt that we can create effects even for existing products, where it is generally harder to generate buzz compared to new products. Moving forward, we intend to proactively reach highly enthusiastic segments that we haven't been able to approach before, expanding the possibilities of our existing products.'
According to KEEN's proprietary calculations, UGC on SNS has an advertising value approximately 10 times that of SNS advertisements (based on our own calculation logic, including comparisons with SNS ad impression unit prices), and this campaign greatly contributed to acquiring product recognition and recall.
◆ Background of the Campaign
In conventional monitor campaigns, 'number of posts' has been emphasized as the primary KPI to deliver information widely. However, in today's world overflowing with information on SNS, not just the number of posts, but the 'quality of reach'—how reliably information is delivered to the target audience's timeline and read deeply—has become more crucial for brand experience.
Therefore, in this campaign, rather than uniform broadcasting, we prioritized communication in 'empathetic words' aligned with each user's context. By doing so, we adopted an approach that allows viewers to receive the brand's appeal in a natural form, leading to recognition and recall with a sense of security and trust.
Upon execution, we defined 'number of impressions' as the key metric, and designed 'who', 'what', and 'how they speak' with the aim of maximizing impressions.
We meticulously analyzed the communities (kaiwai)—which possess unique interests and common languages formed by the target audience on SNS—using Generative AI. We provided product experience opportunities to users who have earned high trust within those communities. Furthermore, by combining online product briefings and round-table discussions, we promoted a deep understanding of the product's development background and features. This successfully led to the creation of 'high-quality, enthusiastic posts' in the users' own words, rather than posts with a strong advertising tone.
◆ Results of the Campaign
This campaign recorded high results, achieving 240% in total impressions and 480% in average impressions compared to general monitor campaigns. Furthermore, it achieved an estimated ROAS of 350% in terms of sales contribution.
In KEEN's proprietary analysis, the advertising effect from viewing UGC is estimated to be worth about 10 times that of SNS ads (based on comparisons of SNS ad impression unit prices, etc.), proving it to be a highly effective marketing measure.
Comment from Miyako Takahashi, Advertising Planning Section, Business Promotion Department, Consumer Brand Business Division, KOSÉ Corporation:
'By visualizing the results through this campaign, I feel we can utilize the Community DB with more confidence in the future. I also felt that we can create effects even for existing products, where it is generally harder to generate buzz compared to new products. Moving forward, we intend to proactively reach highly enthusiastic segments that we haven't been able to approach before, expanding the possibilities of our existing products.'