Testimonial

Hello, this is the Orinas Customer Case Study Interview Team.

This time, we interviewed Mr. Ebisu from the Product Development and Planning Department at Bitatto Japan, who is helping us manage our Instagram account. We spoke frankly with him about the direction of the account, what he feels through the campaign, and why he chose our company, despite the various challenges he faces — such as wanting to do more through social media but not having the time!

I Felt the Need to Utilize Social Media, Where I Can Hear the Real Voices of My Customers

Orinas: Mr. Ebisu, thank you for your time today. Could you please tell us again about your company's business?

Ebisu: We are a company that handles a wide range of products, starting with the wet wipe lid "Bitatto", baby foods like "Mirai Fruits", the "Okuchi Series" of mouthwash, and medical acupressure bands "OSTO" that relieve morning sickness. We plan and sell products with the motto of "creating one-of-a-kind products." Our range includes baby products, cosmetics, and daily-use items.

Orinas: What kind of work are you in charge of?

Ebisu: As part of the planning department, I’m in charge of all products. I handle everything — from planning and creating product documentation to visiting factories, selecting color samples, designing packaging, and in-store promotions. We outsource illustrations and certain designs, but our team is small and shares these tasks together.

Orinas: You’re handling so much work with a small team. Since you also manage social media, what challenges did you face in digital marketing?

Ebisu: Since last year, our Planning Department has been responsible for social media posts that were previously managed by the E-commerce Division. Gathering information from social media has become common, and word of mouth from experienced mothers strongly influences baby products. There were cases where products sold in stores thanks to organic customer posts. We realized social media offered valuable direct feedback, so we felt the need to strengthen it.

We tried operating accounts like Instagram, Facebook, and Twitter ourselves, but lacked knowledge and manpower. That’s when we decided to get support from a company specializing in digital marketing.

The Deciding Factors for Choosing Orinas Were “SNS Management Specialized for Women” and “Easy-to-Understand Proposals”

Orinas: There are many digital marketing companies out there. What made you choose us?

Ebisu: The key reasons were Orinas’ specialization in marketing for women and their clear, easy-to-visualize proposals. Our users are mainly women, so we wanted to reflect that sensibility. We received proposals from other companies too, but we valued Orinas’ warmth, reasonable pricing, and professional approach. Their proposal materials perfectly matched our brand’s atmosphere, giving us a realistic image of how the account would look after implementation.

Orinas: Thank you. It’s been about two months since we started. Have you noticed any benefits?

Ebisu: Initially, we lacked a consistent posting tone. After consulting with Orinas, we established a unified direction, which also improved how we shoot and present product images. It helped us align our internal vision.

Orinas: Even before working together, your posts had beautiful photography.

Ebisu: Yes, the photos were taken by our EC manager and photographers. But since we didn’t post often, the visuals felt repetitive. After Orinas took new product photos, the account gained a fresh, more professional feel.

In terms of content, our account was previously unclear — not distinctly “baby” or “beauty.” With Orinas’ involvement, our category direction became much clearer and easier to understand.

Future Initiatives and Brand Vision

Orinas: Are there any initiatives you’d like to pursue in the future?

Ebisu: I’d like to enhance campaign planning on social media to create a closer connection with our users. I also want to strengthen our corporate branding so we can clearly express “This is the kind of company Bitatto Japan is.”

Personally, I want our brand to serve women of all ages — from teens to adulthood. As users grow, they can continue to use our different product lines, forming a lifelong connection with Bitatto Japan.

Orinas: It’s a company people can grow with — that’s wonderful.

Ebisu: In the future, I’d like to expand our social media reach for each product category and use short videos to clearly show product features. For instance, our Otetsudai Gloves are disposable gloves with adjustable wrists and anti-slip design, but photos alone can’t convey that — videos can.

Orinas: Yes, the communication method — photo or video — depends on what you want to highlight.

Ebisu: Nowadays, customers discover products online first. Whether they find them on Instagram or see them in stores, social media has become essential for reaching our target audience.

SNS Management Is Essential for Connecting with Customers and Companies

Orinas: If you were to introduce Orinas to another company considering social media management, what would you highlight?

• Their speed of response — they handle urgent changes quickly.
• Their monthly regular meetings — a great opportunity to learn and review data together.
• Their educational support — helping our team understand social media management deeply.

Ebisu: The regular meetings are valuable because they keep everyone involved. We no longer just receive reports — we participate, learn, and collaborate. This makes us feel more connected to our brand’s online presence.

When we did a collaboration campaign with a drugstore, we received concrete metrics and even gained opportunities to collaborate further — something that wasn’t possible before managing our social media properly.

Orinas: That’s great to hear. Thank you, Mr. Ebisu.

Finally

It was a heartwarming interview where Mr. Ebisu’s passion for connecting with customers through Instagram shone clearly. His dedication to sharing updates across departments has had a huge impact on how Bitatto Japan uses social media.

We aim to continue supporting them in creating an account that brings them even closer to their customers.

That's all from our Customer Case Interview Team!