Comparison media platforms that attract users every day in search of useful information and services.
However, it is often difficult to maintain contact with users once they leave the site, and in many cases this results in significant lost opportunities.

Starcraft Inc., which we are introducing today, operates comparison media across a wide range of fields—from finance and beauty to real estate—and acquires customers by leveraging web advertising, SEO, and social media.
Due to the nature of being a media business without its own proprietary services, the company had been facing challenges in how to approach users who leave the site.

To address this challenge, the company implemented the LINE solution “BOTCHAN Engagement.” How did they build ongoing touchpoints with users and translate them into tangible results?
We spoke in detail with Mr. Nakakura, who leads the company’s management and front-line business operations, about the background to the implementation, the concrete outcomes achieved, and the collaboration with partners that helped make the initiative a success.

Company Overview: Operating multiple comparison media platforms that help people solve their challenges

At Starcraft Inc., under the philosophy of “Enriching everyone through digital marketing,” we plan, produce, and manage web media and social media accounts that introduce information, products, and services designed to help solve people’s problems and challenges.

We operate dozens of media sites covering a wide range of niches—including finance, recruitment, health supplements, and online medical consultations. Our primary revenue model is performance‑based advertising, leveraging strong acquisition channels such as web ads, SEO, and social media. Notable examples of our media properties are:

“MizuNavi,” which compares and reviews water‑dispensing machines;
“Eris Good,” which curates premium products and services;
“Real Estate no Iroha,” which delivers easy‑to‑understand guidance on selling property.
Each of these sites enjoys high user engagement and strong support across its respective domain.

Starcraft Inc. Corporate Website: https://starcraft-n.co.jp/

Staff Introduction: Mr. Nakakura, President and CEO of Starcraft Inc., with perspectives from both management and the front line

While overseeing all aspects of the company’s management, Mr. Nakakura is also a hands-on player, directly involved in advertising operations, website direction, and alliance negotiations.
In the past, he has focused on enhancing the reliability of information, for example by obtaining the “Aqua Sommelier” qualification to deepen the media’s expertise. His management skills are highly regarded, as evidenced by the company being selected for the “Best Venture 100” for two consecutive years. He consistently drives the business forward with an on-the-ground perspective, placing importance on objective, data-driven decision-making.

Mr. Daigo Nakakura, Representative Director, Starcraft Inc.

Challenges and Background Before Implementation: The Unique Comparison-Media Dilemma of “Missed Opportunities”

Starcraft Inc.’s media, which attracts many users, faced major challenges before the introduction. The root cause was a structural issue inherent to being a comparison media outlet that does not offer its own products or services.

Mr. Nakakura:
“It is not uncommon for users who visit our media not to complete an application on the spot. In particular, with the products we are handling this time, many of them are not decided on immediately but are carefully compared and considered, so we believed it was important to determine how to approach users who leave the site in an effective way at a later date. Since we do not hold our own customer list, once a user leaves the site, there is no guarantee that they will visit our media again. Retargeting ads are one possible method, but naturally they incur advertising costs. We felt it was necessary to break out of this situation.”

They were aware that competitors were achieving results with initiatives utilizing LINE and felt the need to take countermeasures, but they say they were facing the dilemma of lacking in-house know-how and resources related to LINE initiatives.

Mr. Nakakura:
“I was concerned about what our competitors were doing, but if we were to start from scratch in-house, we would first have to learn the necessary know-how, and that made it difficult to move into actual implementation. To be honest, the feeling that we were falling behind other companies was a source of stress for me.”

At that time, the solution introduced to us by our contact at the advertising agency we regularly work with was “BOTCHAN Engagement.”

How we discovered the service and why we chose to implement it: a “partner-style” support framework that resolves our lack of expertise

For the company, which had long been aware of this issue, the proposal was truly a timely opportunity. They did not compare it with other services, but instead moved forward positively toward implementation. What ultimately drove their decision was that the service offering precisely addressed the challenges Starcraft faced.

Mr. Nakakura:
“What appealed to us most was that we could outsource the entire process, from scenario design through to operation, to a partner on our behalf, as we ourselves had very little know-how regarding LINE initiatives. Our internal resources are limited, so having a hands-on support structure where we can ‘leave it to’ a team with specialized expertise was a major factor in our decision to move forward with the implementation.”

Decision criteria for the implementation process and runtime: highly specialized scenario design and rapid deployment

Even in the implementation process, BOTCHAN’s expertise and speed are highly regarded.

Mr. Nakakura:
“Even though the information we shared in the initial briefing was limited, you designed an extremely sophisticated scenario with remarkable speed, as if it had been created by a specialist in the field. I remember being impressed by how accurately it captured user insights. We were also very grateful that it required almost no effort on our side and that the implementation proceeded smoothly.”

In terms of creative work as well, we evaluated the quality as being on par with materials produced by our in-house designers, which helped build a strong sense of trust in the service as a whole.

Results and value gained after implementation: approximately 4.7x increase in conversions, 165% increase in sales, and acquisition of a user list that serves as an ongoing asset.

After implementation, the initiatives steadily began to deliver results.

Compared with the exit popup measure we had been using up to now, which could only introduce a single offer,the number of conversions via “BOTCHAN Engagement” increased by approximately 4.7 times, and revenue rose by about 165%,and by being able to propose the most suitable service to users from among multiple products, we successfully maximized conversion opportunities.

However, those are not the only results. Mr. Nakakura says that he has gained value that is even more important than the quantitative outcomes.

Mr. Nakakura:
“Our greatest achievement is that we have been able to turn what used to be isolated, one-off contact points with users into continuous relationships, and in doing so, build an asset in the form of a ‘highly engaged user list (LINE friends).’ We have gained many new touchpoints with LINE friends, for whom we previously had no effective acquisition methods. As a result, we can now proactively approach users who have a long consideration period—through step messaging* and other means—and take the time to nurture them as customers. I feel we are now able to provide support that enables users to make decisions at the timing that is optimal for them.”

[Note]
* Step delivery: A function that automatically sends multiple pre-prepared messages in stages, according to a predefined schedule, triggered by actions such as adding a LINE friend. It is used for the purpose of building and nurturing (lead nurturing) relationships with customers.

In addition, since BOTCHAN’s customer success team proactively proposes and implements improvement plans even after operations begin, Starcraft has been able to move initiatives forward with minimal internal effort, a point that is highly valued.

At the same time, Mr. Nakakura is calmly assessing the current situation.

Mr. Nakakura:
“If we look at each individual initiative, we are seeing significant results. However, at this point, I feel there is still room for growth in terms of whether those results are directly leading to a net increase in overall site sales and profit. We believe this is partly due to the nature of our business model and products, and we recognize the need to continue verifying and improving our approach going forward.”

It is precisely this sincere commitment to analysis that can be described as the driving force behind the company’s sustained growth.

Future outlook and key initiatives: horizontal expansion into other genres and creation of new revenue opportunities

Building on this successful experience, the company is looking ahead to further expansion.

Mr. Nakakura:
“At the moment, we are implementing initiatives on a single medium, but going forward we would like to consider introducing LINE initiatives on media in other genres as well. In addition, for example, it might be interesting to try cross-selling initiatives, such as introducing products from a highly compatible different genre to the friend list of a particular genre. When we consider new initiatives, we would very much like to consult with you.”

Advice for people facing the same challenges

Finally, Mr. Nakakura shared a message for corporate representatives facing similar challenges.

Mr. Nakakura:
“For media operators like us who do not have our own products and are struggling to build user lists, as well as for companies looking for effective ways to re-engage users who have dropped off, I believe BOTCHAN Engagement is an extremely effective option. In particular, for those who lack in-house expertise in LINE initiatives or have limited resources, the benefit of having a dedicated specialist team working alongside you is, in my view, very significant.”

Of course, since you are entrusting the work to a specialized team, certain costs will be incurred, so it will be necessary to carefully examine the cost-effectiveness to determine whether the benefits justify that investment.

At the same time, as in our case, whether the results of these initiatives will immediately lead to higher overall business profits may vary depending on the business model and the products or services handled. It is important to first implement them, then continuously refine them while assessing how well they fit your own business, isn’t it?

Starcraft Inc. is taking on the structural challenges faced by comparison media with a new, partnership-style LINE strategy. Armed with the “asset” of the user list they have acquired, the company’s efforts will continue to move forward.

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If you are considering implementing BOTCHAN and would like concrete advice tailored to your company’s potential use cases and current situation, please feel free to contact us.

Our consultants will be pleased to assist you.