Driving Remarkable Sales Growth in Germany and the US for Jacques du Manoir

Since Jacques du Manoir aimed to strengthen its presence in the highly competitive German market, they reached out to us for assistance at the end of the second quarter of 2024. The immediate goal was to increase e-commerce sales and establish a stronger foothold in the German market, while the long-term objective was to achieve consistent sales volumes. However, the brand faced several challenges:

1. Language and Localization: The lack of a localized German-language website hindered effective engagement with the local audience, reducing the brand’s ability to convert potential customers.
2. Competitive Pricing Pressures: Retailers in Germany had the flexibility to adjust the prices of Jacques du Manoir watches, often undercutting the prices available on the brand’s webshop. Additionally, Jacques du Manoir was restricted from offering discounts on their e-commerce platform, making their online offer less competitive compared to local retailers.

These challenges made it difficult for Jacques du Manoir to stand out in the crowded German market, where consumer expectations were high, and competition was fierce. The company needed a strategic approach to overcome these barriers and achieve their ambitious sales goals.

To tackle Jacques du Manoir’s challenges, we began by developing a comprehensive marketing strategy based on thorough market research. This research uncovered crucial insights into customer preferences, such as a strong inclination towards online purchases directly from the brand’s website, and the significance of factors like design, quality, and brand reputation in the decision-making process. Armed with this knowledge, we crafted a strategy that focused on leveraging these strengths through targeted Google Ads, Meta Ads, and other digital platforms.

Despite our strategic approach, the initial sales growth in Germany did not meet expectations. Recognizing the need for a bold adjustment, we made a strategic decision to pivot our digital marketing efforts toward the US market. This shift was aimed at tapping into a new and potentially more receptive audience, allowing us to pursue Jacques du Manoir’s sales targets through a different, but promising, avenue.

• The implementation phase was informed by extensive A/B testing conducted in the German market, which helped us identify the most effective messaging and creative elements. We applied these learnings directly to the US market, using the best-performing ads as a foundation.
• We launched campaigns across both Meta and Google Ads in the US, with a strategic focus on key states and five major cities: Houston, Atlanta, New York, Miami, and Philadelphia. Our targeting strategy emphasised interest-based targeting, lookalike audiences and broad targeting. We tested catalogue ads featuring best-selling watches, highlighting Swiss craftsmanship and the timeless precision associated with Jacques du Manoir’s brand.
• Through these efforts, we also uncovered a significant cultural difference: American women were more likely to make purchases through Instagram Stories compared to their German counterparts. This insight allowed us to further refine our approach, ensuring that our campaigns resonated deeply with the US audience.

• Within the first four weeks of running the campaigns in the US, we achieved an impressive 240% increase in sales (orders) reported in Shopify specifically for the US market. 
• Our Meta Ads campaign in the US also delivered a strong ROAS, making the investment in paid social media highly efficient for the client. 
• Simultaneously, we sustained solid growth in Germany, averaging around 60% MoM since the campaigns were launched.