When you search the words children, grow up, fast and sad in English, Google returns over 7 million results; in Japanese, about 680,000 results. Mothers are naturally happy to see their children grow, but they are sad when they realize this period of cuteness will be gone in a flash.

Delivering ads that shows a child growing up quickly, we express the speed of that growth and suggest a way to alleviate their sadness--Photobook which allows them to preserve the precious period in albums that they can treasure forever.

We launched the Growing Boy ad campaign in the Japanese market in November 2015. Delivery of the ads was done by uploading them to a third-party server (DoubleClick Campaign Manager) and adding a third-party tag. Since the key point of the ads was to show a boy growing up, we changed the ad to show an older boy after a certain number of impressions had been made with the user's advertising frame.

The following show how these ads were delivered on PC;

http://photobook-cp.enone.jp/pc/age0/

http://photobook-cp.enone.jp/pc/age2/

http://photobook-cp.enone.jp/pc/age5/

The following shows how these ads were delivered on Smart Phone;

http://photobook-cp.enone.jp/sp/age0/

http://photobook-cp.enone.jp/sp/age2/

http://photobook-cp.enone.jp/sp/age5/

The following are Landing Pages linked from each ad on PC and Smart Phone;

http://f-photobook.jp/special/kids_a/

http://f-photobook.jp/special/kids_b/

http://f-photobook.jp/special/kids_c/

http://f-photobook.jp/sp/special/kids_a/

http://f-photobook.jp/sp/special/kids_b/

http://f-photobook.jp/sp/special/kids_c/

In the first month, our ads were displayed 46,143,802 times.

Compared with before, we were able to increase the number of sessions from new users on the Photobook website by 32% and reduce the cost of a conversion (such as a photobook order, special app download or shop search) to about 1/3 the cost of previous static-image banners.