Confidential

Henkelman Digital Advertising Plan

July 2026 – March 2027 — Brand Awareness & Lead Generation

Prepared by Gaku Co., Ltd.
Date: June 2026
1 Background

Previous Campaign & Path to Restart

A summary of our advertising activities to date and the strategic decision that led to this new proposal.

December 2025 – February 2026

Exhibition-Focused Advertising

Ran digital ad campaigns across Google (Search, Display, Demand Gen) and Meta (Facebook & Instagram) to drive visitors to the Henkelman booth at HCJ 2026, Japan's largest hospitality & food service exhibition.

February 2026

Positive Exhibition Results

The advertising campaign was effective in driving foot traffic to the exhibition booth. The sales team confirmed strong visitor engagement at the HCJ 2026 event.

Post-Exhibition Analysis

Web Enquiry Gap Identified

While the exhibition campaign delivered on its primary goal, no web enquiries were generated during this period. Although web conversions were not the primary KPI for the exhibition campaign, this became a clear challenge for any ongoing advertising efforts.

Root Cause

Website Experience Gap

Analysis revealed that the Japanese website design did not align with local user expectations, creating a significant gap between ad-driven traffic and on-site conversion. The site's visual language and UX followed the global template, which did not resonate with the Japanese B2B audience.

March – June 2026

Strategic Pause & Website Redesign

Advertising was paused to prioritize a full website redesign. The new Japanese website has been rebuilt with local user experience in mind, optimized for generating enquiries and quote requests.

July 2026

Ready to Restart

The redesigned website is set to launch on July 14, 2026. With the conversion gap addressed, we propose resuming advertising with a dual focus on brand awareness and lead generation.

2 Campaign Overview

Dual-Objective Strategy

This campaign is designed around two complementary objectives: building the Henkelman brand in the Japanese market, and generating qualified leads through the newly redesigned website.

Brand Awareness

Establish Henkelman as the premium vacuum packaging brand in Japan. Reach potential distributors and end users across the food service and packaging industries through visual and display advertising.

Lead Generation

Drive qualified enquiries and quote requests through the redesigned Japanese website. Target users actively searching for vacuum packaging solutions with search advertising.

Brand
Henkelman
Period
July 2026 – March 2027
Target Market
Japan (B2B)
Conversion Goal
Enquiry Form Submissions
3 Media Plan

Channels & Roles

A multi-channel approach combining search intent capture with brand-building display and social advertising. Budget allocation is flexible across channels based on performance.

Lead Generation

Google Search Ads

Text ads appearing at the top of Google search results when users actively search for vacuum packaging solutions. This channel captures high-intent users who are already researching products.

  • Pay-per-click (CPC) model
  • Targets users with active purchase intent
  • Direct traffic to the enquiry page
Targeting

When a user searches for keywords such as "真空包装機," "vacuum packing machine," or "業務用真空パック," Henkelman's ad will appear at the top of the search results.

Ad Preview
Google Search Ads — ads appear at the top of search results
Image: Google
Branding + Retargeting

Google Display Ads (GDN)

Banner and visual ads displayed across websites and apps within the Google Display Network — over 2 million partner sites including news, blogs, and industry media platforms.

  • Prospecting: reach new audiences by interest & topic
  • Retargeting: re-engage website visitors
  • CPC / CPM model
Targeting

Display ads will be shown to users who visit competitor websites (e.g. TOSEI), users browsing content related to vacuum packaging, commercial kitchen equipment, and food processing machinery. Additionally, users who visited the Henkelman website but did not enquire will be retargeted.

Ad Placement
Google Display Ads — banner ads on websites and apps
Image: Google
Branding + Retargeting

Google Demand Gen Ads

High-quality visual ads displayed across Google's own premium surfaces — YouTube (Shorts, In-stream, Feeds), Discover, and Gmail. Feed-native placements deliver strong brand impressions in non-search contexts.

  • Premium placements on Google-owned surfaces
  • Ideal for visual product storytelling
  • AI-powered audience optimization
Targeting

Ads appear on YouTube, Google Discover, and Gmail for users interested in food service equipment, commercial kitchen solutions, and packaging machinery. Retargeting of past website visitors is also included.

Ad Placement — YouTube / Discover / Gmail
Demand Gen Ads — placements across YouTube, Discover, and Gmail
Image: Google
Branding + Retargeting

Meta Ads (Facebook / Instagram)

Visual ads displayed on Facebook Feed, Instagram Feed, Stories, and Reels. Highly effective for building brand recognition among food service and packaging industry professionals in Japan.

  • Build brand image through visuals and video
  • Reach potential distributors on social platforms
  • CPM model with retargeting capability
Targeting

Target users based on job titles and interests related to food processing, restaurant management, kitchen equipment, and commercial food service. Users who previously visited the Henkelman website will also be retargeted across Facebook and Instagram.

Ad Placement — Facebook / Instagram
Meta Ads — placements across Facebook Feed, Instagram Feed, and Stories
Image: Meta
4 Roadmap

Timeline

Campaign preparation will be completed before the new website launches. All advertising channels go live on July 15. The campaign is split into two phases: a full-channel Phase 1 (Jul–Sep) and a lead-generation-focused Phase 2 (Oct–Mar).

Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Pre-Launch
Ad account setup
Banner creation
Website Launch: July 14
Phase 1 — Full Channel Mix
Google Search
Google Display
Google Demand Gen
Meta (FB / IG)
Phase 2 — Lead Gen & Retargeting Focus
Google Search
Google Display (retargeting)
Meta (retargeting)
5 Budget Estimate

Monthly Investment

All prices exclude tax. The campaign is structured in two phases with adjusted media allocation to maximize efficiency across the 9-month period.

Original Proposal — June 2026
Item Monthly (JPY)
Media Spend
Google Search Ads¥200,000
Google Display Ads (GDN)¥100,000
Google Demand Gen Ads¥100,000
Meta Ads (Facebook / Instagram)¥100,000
Agency Fees
Monthly Management Fee¥100,000
Monthly Media Fee (Facebook / Instagram)¥60,000
English Support Fee¥10,000
Monthly Report¥30,000
Monthly Total × 6 months ¥700,000 / month → ¥4,200,000
Revised Proposal — July 2026

Phase-Based Media Allocation

Item Phase 1
Jul – Sep		 Phase 2
Oct – Mar
Media Spend
Google Search Ads ¥200,000 ¥200,000
Google Display Ads (GDN) ¥100,000 ¥30,000 retargeting
Google Demand Gen Ads ¥100,000 — paused
Meta Ads (Facebook / Instagram) ¥100,000 ¥20,000 retargeting
Media Subtotal ¥500,000 ¥250,000
Agency Fees
Monthly Management Fee¥100,000¥100,000
Monthly Media Fee (Facebook / Instagram)¥60,000¥60,000
English Support Fee¥10,000¥10,000
Monthly Report¥30,000¥30,000
Agency Subtotal ¥200,000 ¥200,000
Monthly Total ¥700,000 (€3,825) ¥450,000 (€2,459)

* Monthly management fee is the higher of either 20% of total ad spend or ¥100,000.
* Media spend allocation is indicative and will be adjusted based on campaign performance.
* EUR amounts calculated at 183 JPY/EUR.

Phase 2 Strategy: Lead Generation & Retargeting Focus

As brand awareness builds through Phase 1's full-channel approach, Phase 2 shifts budget toward direct lead generation and retargeting of accumulated audiences.

Google Search Ads ¥200,000 / month — maintained

The primary lead generation channel. Budget is maintained at the same level as Phase 1 to ensure consistent capture of high-intent users searching for vacuum packaging solutions.

Google Display Ads ¥30,000 / month — retargeting only

Shifts from prospecting to retargeting-only. Re-engages users who visited the Henkelman website but did not submit an enquiry. Small budgets are effective for retargeting due to the focused audience size.

Meta Ads ¥20,000 / month — retargeting only

Maintains cross-platform retargeting coverage. Reaches past website visitors while they browse Facebook and Instagram — a different touchpoint from Google retargeting, increasing the likelihood of conversion through repeated exposure.

Google Demand Gen Ads paused

As a branding-focused channel, its primary role is fulfilled during Phase 1. Pausing Demand Gen in Phase 2 allows budget concentration on the highest-converting channels.

Monthly Schedule

9-month campaign with phased budget allocation.

Phase 1 Phase 2
Jul Aug Sep Oct Nov Dec Jan Feb Mar Total
Media ¥500k ¥500k ¥500k ¥250k ¥250k ¥250k ¥250k ¥250k ¥250k ¥3,000k
Agency ¥200k ¥200k ¥200k ¥200k ¥200k ¥200k ¥200k ¥200k ¥200k ¥1,800k
Total ¥700k ¥700k ¥700k ¥450k ¥450k ¥450k ¥450k ¥450k ¥450k ¥4,800k
¥700,000
Phase 1 Monthly (Jul–Sep)
¥450,000
Phase 2 Monthly (Oct–Mar)
¥4,920,000
9-Month Total (incl. banners)
€26,885
9-Month Total (EUR)

* Campaign total: ¥4,800,000 + ¥120,000 banner production = ¥4,920,000. EUR at 183 JPY/EUR.

6 Ad Creatives

Banner Designs

Existing Banners

The following banner designs from our previous campaign remain available for immediate use. They can continue to run as-is, or we can create new designs aligned with the redesigned website for a consistent brand experience.

New Banner Production

To align ad creatives with the redesigned website, we offer new banner production in three size formats per design: Wide (1200×628), Square (1200×1200), and Vertical (900×1600).

1 Design
¥50,000
3 banners total
1 design × 3 sizes
3 Designs
¥120,000
9 banners total
3 designs × 3 sizes — enables A/B testing across campaigns
✓ CONFIRMED
6 Designs
¥200,000
18 banners total
6 designs × 3 sizes — full creative rotation

Sizes per design: Wide 1200×628 / Square 1200×1200 / Vertical 900×1600 — All prices exclude tax.

7 KPIs

Success Metrics

We will track and report on the following key performance indicators on a monthly basis.

Website Sessions

Total visits driven by advertising across all channels, measured via Google Analytics.

Click-Through Rate

Ad engagement quality across search, display, and social campaigns.

Conversions

Enquiry form submissions on the redesigned website — the primary success metric.