Combining visibility, traffic, and conversions on a global scale
Context
Founded in 1586, Saint-Louis crystal embodies the excellence of French craftsmanship and luxury. Building on its prestigious heritage, the House now operates on a global scale.
However, such global reach presents a twofold strategic challenge. To maximise qualified traffic acquisition and drive e-commerce conversions, it is essential to align with the specific purchasing behaviours of each local market, while continuously adapting to the strong seasonality that shapes the tableware sector.
Objectives
The primary objectives of our partnership are to:
- Deploy a Full-Funnel strategy to build visibility and acquire qualified traffic to feed retargeting audiences, with the ultimate goal of maximising conversions.
- Capitalise on seasonality by adapting investments and advertising strategies to the various peak shopping periods throughout the year.
- Steer campaigns based on performance and creative optimisation maintaining budget agility based on results, while leveraging creative analytics to identify the visual formats and messaging that perform best in each individual market.
Achievements
To achieve these objectives, our experts implemented the following campaign architecture:
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Deploying a country-specific Full-Funnel acquisition strategy (Awareness, Traffic, and Conversion): In each market, visibility, prospecting (Interest and Lookalike), and retargeting campaigns run simultaneously. They are dynamically adjusted to meet immediate awareness or conversion needs, continuously feeding audience pools to maximize overall sales.
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Adapting the media mix and ad formats to local specificities: We combine Meta and Pinterest based on the user habits of each geographic area. Inspiration-focused visuals drive discovery on Pinterest, while Carousel and Collection formats on Meta convert more effectively than standard videos or static images.
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Steering commercial operations and peak seasons: Our experts continuously adjust budgets and ad messaging to respond to market shifts, capitalise on various seasonal events throughout the year, and maximise sales.
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A proven creative rotation strategy in the US market: We implemented a rapid visual rotation pace across all our markets. This creative refresh, coupled with audience adjustments, allows us to combat ad fatigue and control the Cost Per Click (CPC) in the highly competitive US market, all while generating a high volume of traffic and conversions at very competitive costs.