NABLA Cosmetics

The objective

Launching a new campaign to drive conversions for a growing Italian beauty brand

NABLA is an Italian cosmetics brand recognised for its focus on quality, innovation and ethics, offering a wide range of products across face, eyes, lips and accessories.

Founded in 2013, the brand has established itself as a leading indie name within the Italian beauty market, while continuing to grow its international audience through a strong accessible yet premium positioning and a community-led approach.

On TikTok, @nablacosmetics has built an engaged organic following of over 75K users, with content that regularly generates strong engagement and high view volumes into the millions.

This campaign marked a new phase for the brand, exploring the use of GMV Max and GMV Max Live to drive sales. The objective was to increase conversions by leveraging a diverse mix of content formats, including video and live shopping, to connect with audiences across different moments of the purchase journey.

The solution

Building an authentic campaign with organic and affiliate content

Building on the objective of driving conversions through a mix of content formats, NABLA implemented an always-on strategy designed to support both continuous awareness and sales on TikTok. This approach allowed the brand to benefit from ongoing optimisation and long-term learnings, strengthening campaign delivery and improving overall return on investment over time.

The campaign was centred around GMV Max and GMV Max Live formats. GMV Max is TikTok’s automated campaign solution for TikTok Shop, designed to maximise total revenue by optimising across targeting, creative selection and placement using signals from both organic and paid activity. GMV Max Live extends this by driving traffic directly to live shopping sessions, helping increase real-time conversions during broadcasts.

To maximise performance, NABLA used a mix of affiliate and organic content as creative inputs. This ensured a varied and authentic content mix, allowing the system to identify and prioritise the formats most likely to drive conversions across both video and live environments.

As part of the ongoing strategy, the campaign ran through the Black Friday period, allowing the brand to capitalise on peak shopping demand while leveraging the algorithm’s learnings to scale performance efficiently.

The results

Outstanding ROI achieved with a strategic always-on campaign

The campaign delivered impressive results, demonstrating the effectiveness of NABLA’s always-on GMV Max strategy on TikTok.

Building on the use of GMV Max and GMV Max Live to drive conversions, the campaign generated over 10,000 total orders with an overall ROI of 7.1. Performance peaked during the Black Friday period, where the use of GMV Max Live drove 2,329 orders in a single week, achieving an ROI of 8.28.

Cost efficiency also improved over time as the campaign benefited from continuous optimisation. CPA decreased by 30.64% across the campaign period, reaching €2.92 by the end, highlighting the impact of ongoing learnings and automated optimisation on performance.

Beyond the core metrics, the campaign demonstrated how a diversified content approach, combined with always-on optimisation, can deliver both scale and efficiency. By leveraging a mix of affiliate and organic creatives, the campaign maintained strong performance while continuously adapting to audience behaviour.

Overall, this approach positioned NABLA as one of the leading beauty sellers on TikTok Shop in Italy, reinforcing the role of GMV Max as a scalable solution for driving consistent sales growth.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.