GELATO FACTORY

Self-nail art brand Gelato Factory used Instagram branded content ads to expand into overseas markets, which increased its return on ad spend by 20%.

THE STORY
Trendy and easy nail art for everyone

Gelato Factory is a self-nail art brand offering trendy nail sticker designs. The brand is a pioneer in the Korean self-nail industry using ecommerce channels to rapidly grow a global self-nail brand.

20%

increase in return on ad spend

29%

decrease in cost per purchase

27%

decrease in cost per person reached

In Japan, we effectively conveyed the product messaging through branded content and collaboration with local creators. This helped us boost both brand awareness and conversion rates. Branded content ads are highly effective and offer both the brand and the creators the possibility of monitoring performance in real time. This essentially helped us optimize collaboration with creators and lower campaign costs.
ELLIE PARK, TEAM LEAD FOR GLOBAL BUSINESS DEPARTMENT, GELATO FACTORY
THE GOAL
Expanding and converting

The brand wanted to expand into the Japanese market using localized ad content and improve brand credibility by collaborating with local and influential content creators in Japan.

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THE SOLUTION
Working with local creators

Gelato Factory collaborated with Japanese content creators on Instagram to review selected products for its branded content campaign. The brand was able to use and boost posts that the creators posted on their accounts, and feature them as video ads and carousel photo ads.

Gelato Factory had previously found that localizing content for new markets could be difficult, but by using branded content ads in partnership with local creators in Japan, it was able to successfully reach a local audience. The brand was able to accurately capture and analyze the results of the campaign by partnering with Facebook’s marketing science team.

Gelato Factory’s branded content ads gave tangible results, showing that Instagram is indeed an effective cross-border tool to reach new people. This campaign ran from December 23, 2019–January 6, 2020 and resulted in:

  • 20% increase in return on ad spend

  • 29% decrease in cost per purchase

  • 27% decrease in cost per person reached