→ More than a fashion trend, it's a piece of history

Instagram account and blog GAL DATA LABS is a platform dedicated to Gyaru history and culture. Gyaru is a culture that originated in Japan in the 1990s and is characterized by a glamorous, highly-stylized look. The account features photos and videos of Gyaru fashionistas showcasing their unique styles, makeup, and accessories. Followers can also find information about Gyaru events, trends, and fashion brands. GAL DATA LABS provides a vibrant community for Gyaru enthusiasts around the world to connect and share their love for this bold and expressive social movement.

The action plan

The strategy behind this account is to create a vibrant community around Gyaru fashion and culture. This is achieved through a heavy content creation and curation calendar that includes a combination of blog posts, news, reels, and stories.

BLOG POSTS

Each blog post is heavily researched and fact-checked, making use of web crawlers since the majority of content surrounding Gyaru ended in 2017. Since the account focuses on all major substyles and the history behind them, most of the content is gone.

NEWS

This newly implemented segment was added as part of GAL DATA LABS' content strategy to give a better sense to newer generations of aspiring Gyaru, a look into when Gyaru culture was at its peak. In the same respect, Gal News have proven successful for those that have been involved in the community for much longer.

Analytics

REELS

Reels have been the driving force for GAL DATA LABS in the past month. Reels have been a combination of image slideshows with trending audios, Para Para dance videos, previous commercials, music videos, and other marketing collateral that showcased Gyaru models during different Gyaru booms, and more. I've had one video go viral instantly with 18.1k views (posted August 2022).

The video above singlehandedly boosted the client's reach from 3k accounts reached to 13k; a 10k increase off of one 15-second reel using original audio.

KPIs

Based on the boost from the Instagram Reel, the following metrics were received ↓↓↓

THIS HAPPENED IN 30 DAYS' TIME

GAL DATA LABS' Instagram account showed impressive results in terms of account reach and engagement. The account was able to reach 14,285 accounts, with a significant increase of +411% in non-followers reached, totaling 13.4K. The account also had 788 followers reached. The content reach was equally impressive with 11.5K reach for Reels and 4,599 reach for Posts.

Profile activity also increased significantly with 799 profile visits, showing an increase of +172%, and 109 external link taps, showing an increase of +211%. Furthermore, engagement saw a dramatic increase with 1,628 accounts engaging, showing an increase of +374%. Non-followers engaged showed a massive increase of 563%, totaling 1,134, while followers engaged were 494.

The account's content interactions also saw an impressive increase of +511%, totaling 4,092. Reels interactions had the highest increase of +991%, totaling 2,566.

These results demonstrate my marketing strategy's success in reaching a wider audience and increasing engagement among its followers and non-followers alike. The combination of different Reels types, as well as engaging content and a consistent content schedule, were key factors in achieving these results.