DAY 2
The Compass for the “Chosen Brand”: Search Lift Case Study with Instagram Ads and the Next-Generation Brand Strategy Accelerated by LLMO for Brand Search
14:20 – 14:50
The era of AI search has arrived, dramatically changing user search behavior. Are you feeling the limitations of conventional search marketing approaches and looking for the next move? In this session, we will explore “The Present and Future of Brand Search.” Representatives from four companies—SPRIX, Meta, LANY, and OPT—will share their expertise, using specific case studies to unravel the new digital brand strategy required to become a “chosen brand.” We will begin by explaining a successful case study from SPRIX, which dramatically increased brand search through Instagram advertising in the middle funnel. We will use proven data to deeply explore how this brand search lift contributed to the company’s overall marketing efforts. Furthermore, joined by LANY, we will delve into the future outlook of “how to be chosen by AI.” Beyond traditional SEO, we will introduce the complete picture of “Integrated Search Marketing”. This approach maximizes brand search through LLMO (Large Language Model Optimization) and optimizes every search touchpoint for the user. Through both proven brand search lift strategies and the AI-era brand strategy companies must adopt, we will present new possibilities for the future of search marketing and brand building.
Topics
Language
Giveaways
Speakers
Shimpei Kurosawa
Senior Executive Officer, Opt
Joined Opt, Inc. in 2010. Engaged in ad operations and consulting, primarily for the human resources and education industries. Became the head of the Ad Operations Consulting department in 2016, and in 2019, established and led a specialized department for the development of digital marketing talent. Subsequently, served concurrently as the head of the Human Resources department. In January 2021, was appointed Executive Officer overseeing corporate functions (HR and Corporate Planning). From April 2024, served as Executive Officer: VP, overseeing ad operations, and from 2025, was appointed Senior Executive Officer: SVP, overseeing the ad business, with responsibility for the overall strategy and execution of the ad business.
Tomohiro Nozaki
Executive Officer, Opt
Joined Opt, Inc. in 2015. Engaged in ad operations, primarily focusing on SNS advertising. In 2021, was appointed General Manager of the Sales and Ad Operations division, handling clients in various sectors including E-commerce, Education, and Human Resources. Certified as a LINE Frontliner, one of only nine individuals in Japan to hold this exclusive LINE Certified Instructor title. In 2022, established the Strategic and Tactical Planning organization. Subsequently, in January 2025, assumed the role of Executive Officer in the Platform Success Division.
Special Guest
From SPRIX
Shuhei Uzawa
Executive Officer, SPRIX
Joined Benesse Corporation in 2010. Engaged in to-C marketing operations and business development. Subsequently, at Hakuhodo Inc., was involved in brand strategy, communication planning, and service development utilizing new technologies for various industries and companies.
Currently, at SPRIX Inc., oversees marketing for both the corporate brand and various service brands. In 2024, was appointed Director of Shonan Seminar Co., Ltd. In 2025, established Edutainment-Lab Co., Ltd., a joint venture between SPRIX Inc. and Brave group, and assumed the role of President and Representative Director.
Special Guest
From Meta
Koki Mizutani
Sales Manager, Meta – Facebook Japan
Worked as a Strategy Consultant at a foreign-affiliated consulting firm, handling clients such as consumer goods, beverage, and sports brands. Topics covered ranged from mid-term business plan formulation, new business development, marketing reform, and BPR, engaging in activities from strategy planning to transformation execution.
Joined Facebook Japan in 2017. Drove business development and partnerships with advertising agencies. Currently serves as Sales Manager, overseeing the company’s Digital Agency Team.
Special Guest
From LANY
Keita Takeuchi
CEO, LANY
Joined Recruit Holdings Co., Ltd. as a new graduate in a Digital Marketing role, spending three years engaged in digital marketing. Gained diverse experience in various operations, including digital ad operations and B2B marketing, with a primary focus on SEO for large-scale websites. Subsequently, founded LANY Co., Ltd., where I directly supported clients in SEO improvement for a wide range of models, including web media, service sites, and database-driven sites, working as a practitioner. I currently continue in this role, providing SEO consulting for numerous companies. Author of “Strong SEO” and “Strong B2B Marketing”.