Case Study: Italian shoe brand M.Gemi achieves 3x lower cost per acquisition and 2x higher conversion rate with Instagram

M.Gemi - Customer Case Study

M.Gemi, an Italian-made handcrafted shoe brand, aimed to expand its advertising by retargeting people who had engaged with its Facebook ads on Instagram to boost brand awareness and online purchases across its women's and men's lines. The challenge was to adapt creative and targeting for a new platform while maintaining cost-effective acquisition.

Using Nanigans' campaign management and optimization tools, M.Gemi pre-tested and refined Instagram creative—favoring text-on-image ads for women and cleaner visuals for men—and reshaped its Private Sale campaign with clear product names and a “Shop Now” CTA. The Instagram strategy delivered a three-fold reduction in cost per acquisition, doubled conversion rates versus other channels, and drove about 25% of sales.

M.Gemi

Edward Staples

Acquisition Marketing Manager