A full-funnel strategy that combines brand awareness and performance
Context
In 2025, we managed J.M. Weston’s Meta campaigns on an international scale (Europe, Africa, the United States and Japan), with a twofold objective: to support e-commerce whilst boosting drive-to-store traffic.
Against a backdrop of fierce competition in the luxury market and evolving advertising platforms, it was essential to better align brand image, key sales events and measurable performance, whilst remaining true to the brand’s premium DNA.
Objectives
- Drive higher sales volumes and return on investment (ROI) through optimised Meta campaigns.
- Tailor the strategy to each market (Japan, Africa, Europe) using bespoke solutions.
- Test new advertising formats to move towards a true full-funnel strategy, from brand awareness to conversion.
Achievements
In 2025, we:
- Rolled out brand awareness campaigns that enabled us to reach new audiences and effectively feed into conversion campaigns.
- Implemented high-performing retargeting campaigns, contributing significantly to sales.
- Regularly launched specific campaigns during key seasonal periods, generating significant spikes in conversions.
- Tested a drive-to-store campaign to support the opening of new stores, demonstrating a complementary strategy between digital and physical channels, particularly relevant for a luxury brand.
The results
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