NEL Inc. Officially Launches 'osina EC Ads' to Drive Specific Product Purchases in EC via Short Video UGC

NEL Inc. (Headquarters: Shibuya-ku, Tokyo; CEO: Riku Nishida; hereinafter 'the Company'), developer of the fandom-driven purchasing platform 'osina' that connects brands and consumers, has officially launched 'osina EC Ads'. This service is designed to lead consumers to 'specific product purchases' (shimei-gai) through a combination of EC purchases and short video user-generated content (UGC) on social media.

'osina EC Ads' is a system where osina users purchase products on designated EC sites and share their authentic user experiences via video. By generating concentrated EC purchases and social media posts, it creates a buzz that says, 'This product is being chosen right now'. This supports 'specific product purchases', where consumers buy based on empathy without comparing with other companies' products.

Service Overview of 'osina EC Ads' The fandom-driven purchasing platform 'osina' operated by our company provides a highly reproducible system where users discover their favorite products from listings, purchase them themselves, and post short videos on SNS. This promotes consumer-driven UGC and generates social media buzz.

'osina EC Ads' is a mechanism where osina users purchase target products on EC sites and broadcast/spread their user experiences via TikTok and Instagram Reels.

By generating numerous UGC from consumers who actually purchased the products, it simultaneously achieves EC sales promotion and SNS buzz.

Expected Use Cases - Building a sales track record for new products By generating concentrated EC purchases by osina users and SNS posts, it contributes to achieving sales records, such as appearing in rankings, in a short period.

- Promoting specific product purchases during sales periods During sales events, products are easily compared with many similar items. By generating numerous UGC posts by buyers and creating a buzz on SNS, it encourages 'specific product purchases' where consumers proceed to buy without comparing online.

Background of Launching 'osina EC Ads' The domestic BtoC product sales EC market continues to expand, reaching a scale of 15.2194 trillion yen in 2024.