UGC drives stronger results for Royal Gravering
User Generated Content boost engagement and significantly improve performance for Royal Gravering – even during one of the most expensive advertising periods of the year.
User Generated Content boost engagement and significantly improve performance for Royal Gravering – even during one of the most expensive advertising periods of the year.
Royal Gravering is a quality-driven company specialising in creating personal and meaningful gifts through professional engraving. Their assortment includes iconic Danish design brands such as Georg Jensen, Kay Bojesen, Rosendahl and Nordahl Andersen – combining craftsmanship, aesthetics and authenticity in every gift.
Since launching in 2020, Royal Gravering has built a strong digital presence alongside a physical store in the heart of Copenhagen, right next to the Royal Palace. From here, they continue their ambitious growth journey, working tirelessly to strengthen their market position and deliver inspiring, personalised customer experiences.
Strengthen Royal Gravering’s performance during a period of high competition and rising advertising costs
Test a more authentic, user-driven content format
Build an effective content production structure that improves performance while supporting Royal Gravering’s storytelling
Iternum helped with:
Branding, Engagement, Leadgeneration, ROAS, Traffic
Content, Social Media, UGC
Meta
UGC has given us the breakthrough impact we need to stand out from competitors and provide the algorithm with the best possible conditions at a time when creative quality content is crucial for performance.
Royal Gravering and Iternum Digital have collaborated for several years, and from the very beginning we have worked closely to build a strong digital presence. In our earlier case, “From Idea to Success Story”, we described how a long-term, data-driven strategy had already produced substantial results.
However, even with strong performance, our shared approach is always to challenge the status quo and identify smarter, more effective initiatives – especially in periods where competition and advertising costs increase significantly.
Leading up to Black Friday and Christmas, CPM and CPC prices traditionally rise sharply, and competition intensifies – particularly on Meta. We therefore set out to test whether a shift in format, supported by new content approaches, could reduce lead and click costs and increase engagement in one of the most expensive periods of the year—without compromising the brand’s identity. UGC was an ideal fit, as the format naturally drives higher trust, lower click prices and stronger conversion rates.
UGC has become an essential component of many high-performing content strategies because it feels more genuine, relatable and trustworthy than traditional branded content. When stories are told by real people in real contexts, the distance between brand and consumer is reduced – resulting in higher trust, stronger engagement and better conversion potential.
With that foundation, we developed a strategy where UGC was not treated as a standalone experiment, but as an integrated part of Royal Gravering’s content setup. We designed a controlled test setup comparing traditional image ads directly with UGC videos to determine whether more authentic narratives could deliver stronger results in a period marked by high CPMs, CPCs and lead costs.
Content creator Cecilie Lauridsen produced a series of UGC videos following a best-practice structure while aligning tone, style and visual identity with Royal Gravering’s universe. The videos centred on the experience of receiving and using the products, rather than solely showcasing the products themselves – creating exactly the proximity and trust that make UGC so effective.
The test clearly demonstrated how UGC – when produced strategically and in close alignment with the brand and a skilled content creator – can drive significant performance improvements. Within just a few weeks, the UGC videos outperformed traditional materials across price, engagement and conversions.
UGC generated 8.5Ă— more leads than the traditional content, an impressive lift during a period where competition typically intensifies. Lead costs decreased by 28%, showing how authentic storytelling attracted significantly more qualified leads at a lower cost, even in one of the most expensive advertising windows of the year.
Engagement also saw a major uplift. The UGC ads delivered 12.7× more clicks, the average cost per click fell by 35%, and the click-through rate increased by 36% – clear indicators that users were far more inclined to stop, watch and interact with the videos.
On the sales side, campaigns generated 224% more purchases, and ROAS increased by 71,6% compared to traditional campaigns – showing that the added authenticity not only engages, but also converts more effectively.
Overall, the results point to one clear conclusion: UGC delivered substantially stronger performance across all KPIs – at lower costs and with higher return. With results that far outperform traditional content, UGC is now a permanent and scalable part of Royal Gravering’s content structure going forward.
