Testimonial

Hello, this is the customer case interview team at Orinas Inc. This time, we interviewed Mr. Fuchigami (pictured left) from the Flamingo Project Team at UIB Inc., and Mr. Kanno (pictured right) from Total Support on the same team. We have been supporting them mainly with photography and consulting for their official Instagram account, as well as campaign planning. We spoke openly about the challenges they have faced, their thoughts on launching a new brand, and why they chose Orinas to work with them.

New Brand Established to Expand Customer Base to Younger Generations

Orinas: Mr. Fuchigami and Mr. Kanno, thank you for taking the time out of your busy schedules to speak with us today. First, could you tell us about your company's business?

Fuchigami: Our company is an item shop that supports women's beauty and health. We mainly manufacture and sell women's underwear and functional socks. Our new business, "Flamingo," is a brand aimed at all busy women, operating between our brick-and-mortar stores and our e-commerce site. We’ve started selling functional three-finger socks that focus on foot health. Previously, we were selling these socks to people in their 50s and 60s through our group company, "Advancing." However, we decided to revamp our approach to attract younger women — mainly career women in their 30s and 40s — by adding a fashionable touch. Whether customers are unaware of foot problems or prefer simple self-care, Flamingo’s goal is to support them and encourage regular self-care.

Orinas: Thank you. What role do you play within your company?

Fuchigami: I’m involved in shipping to individual customers and also handle social media marketing using Instagram for our new brand “Flamingo.”

Campaign Measures Succeed in Increasing Awareness

Orinas: Besides launching a new brand aimed at younger audiences, what other reasons made you focus on social media marketing?

Fuchigami: We wanted a tool that would allow us to accumulate visible results, such as measurable data. Communicating with customers in physical stores is effective but doesn’t make results easy to visualize, which makes it difficult to use insights for future product development. That’s why we wanted to promote our brand digitally, where we could track customer attraction and sales trends. Even in the digital world, we value communication and building trust. We believed that Instagram — especially popular among women — would be an effective way to spread our brand through word of mouth.

Orinas: Have you noticed any benefits from working with our company so far?

Fuchigami: It was great to hear our customers’ honest opinions while developing our campaigns. The campaign we planned together (conducted in October 2020) saw explosive growth, helping us reach a much wider audience. The feedback we received from customers at that time was extremely valuable. Since launching a new brand was a major project, we sometimes wondered, “How do customers perceive this brand?” and “How can we brand it better to meet their needs?” Social media helped us get real-time feedback such as, “What do you think of these color options?” and “I’ve been suffering from bunions, so I’m glad something like this exists.”

Orinas: I’m glad we were able to support you.

Flamingo Instagram Strategy

Fuchigami: One thing we’re working on is ensuring our post captions aren’t too similar. If we only highlight the positives, it can seem unnatural. We try to show the real experience, saying things like:

• “Our socks are a little thick, but they pair well with sneakers.”
• “We recommend wearing slightly looser shoes for comfort.”

Orinas: That’s a great idea. Posting from the user’s perspective is key to success on social media.

Do you have any honest opinions or feedback about our collaboration so far?

Fuchigami: Your care and friendliness were wonderful. We started social media marketing almost from scratch — it was our first Instagram campaign, and we didn’t know what to focus on. However, Orinas guided us step by step, frequently checking in and offering help. That gave us great peace of mind.

Mr. Kanno: Exactly. I had never experienced interacting with customers through Instagram instead of in-store, so it was a great learning opportunity.

Orinas: Thank you.

Orinas: Are there any initiatives you’d like to implement on Instagram or other platforms in the future?

Fuchigami: Our goal has always been to increase followers, but we also want to focus on acquiring loyal fans who can grow the brand together with us.

Orinas: That concludes the interview. Thank you both very much for your time today.

Finally

UIB was among the first to launch a social media campaign alongside a new brand. Many companies face uncertainty when starting social media marketing, wondering, “Am I doing this right?” or “Is it working?” However, UIB took steady, consistent steps — and during the campaign period, both follower numbers and online store traffic increased, which directly supported sales growth.

Social media success often comes through consistent effort. We look forward to seeing UIB’s continued growth and are proud to support them as one team.

This interview was brought to you by the Orinas Inc. Customer Case Study Interview Team.