AMBIANCE PAPER

The Japanese paper company worked with Facebook Marketing Partner BASE to create an ecommerce platform and integrate its catalog with Instagram and Facebook Shops and advertising, earning a 5X month-on-month increase in sales.

THE STORY
Helping products stand out

Wondermark is a Japanese brand that specializes in accessories and stationery items. Its Ambiance Paper products work as a background for photographing small items, as they are designed to prevent optical reflection and provide a matte, smooth surface that highlights products well.

58%

lower cost per content view from video ads than from photo ads in November 2020

36%

lower cost per landing page view from video ads than from photo ads in November 2020

32%

lower cost per link click from video ads than from photo ads in November 2020

We chose to work with BASE because it was easy to create and maintain an ecommerce site, and it integrates seamlessly with Instagram and Facebook for both shopping and advertising. Through BASE, we were able to learn more about how to use Instagram to boost our overall business. We even received sales the day after our launch!
MANABU WATABE, CEO, WONDERMARK CO., LTD.
THE GOAL
Brand awareness and online sales

After launching Ambiance Paper in March 2020, Wondermark wanted to increase both brand awareness and online sales through Instagram and Facebook ads and Shops.

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THE SOLUTION
Partnering for effective advertising

Wondermark worked with Facebook Marketing Partner BASE to build an ecommerce platform for Ambiance Paper and seamlessly integrate its catalog with its Instagram and Facebook Shops. The company then ran campaigns that used a combination of video and photo ads with single assets, as well as in carousel format, to boost brand awareness and online sales.

Ambiance Paper’s campaigns targeted women between the ages of 24–55 living in Japan, and a Custom Audience of people who had made a purchase within 30 days. The brand also targeted ads to a lookalike audience to reach people similar to its existing customers.

By working with BASE and testing a variety of Instagram and Facebook ads, Wondermark launched Ambiance Paper successfully and boosted its online sales. Results showed that video ads significantly outperformed photo ads:

  • 58% lower cost per content view from video ads than from photo ads in November 2020

  • 36% lower cost per landing page view from video ads than from photo ads in November 2020

  • 32% lower cost per link click from video ads than from photo ads in November 2020

To increase engagement with customers, effective communication channels are vital for online businesses. Instagram and Facebook are essential media and shopping platforms to heighten customer engagement, and I am looking forward to more exciting Facebook integrations with the BASE platform to provide more seamless support for ecommerce merchants and delightful experiences for shoppers.
MASAHITO JINGUJI, EXECUTIVE VICE PRESIDENT OF PRODUCT, BASE