Transitioning Jacques du Manoir from Offline Success to Global Digital Performance

The campaign presented two major strategic challenges.

First, online acquisition costs needed to fall below the client’s maximum CPO target before meaningful scaling could begin. Growing spend too early would have reduced profitability.

Second, the business relied heavily on a limited number of markets. While Germany and the US provided a solid starting point, sustainable international growth required identifying additional countries where demand, purchasing behaviour and acquisition costs created favourable conditions for expansion.

Success depended on balancing aggressive market expansion with disciplined performance management.

Rather than treating market expansion as simply launching campaigns in more countries, we built a structured scaling framework centred around creative performance and market validation.

During the first half of the campaign we established strong performance within the core markets before analysing demand signals across additional regions.

As efficiency improved, we strategically expanded into English-speaking countries where purchasing behaviour, search demand and luxury fashion interest closely aligned with existing high-performing audiences. This diversified revenue while reducing dependence on any single market and created a stronger international growth foundation.

Creative testing became one of the campaign’s biggest competitive advantages.

Across Meta and Google, we continuously tested new messaging, formats, visuals and seasonal concepts to understand what resonated with luxury fashion shoppers in different regions.

Campaigns evolved throughout major retail moments including Valentine’s Day, Women’s Day and Black Friday, with winning concepts rapidly scaled across suitable markets while underperforming variations were replaced through ongoing A/B testing.

Meta generated awareness through visually led prospecting and dynamic remarketing, while Google Search, Shopping and Performance Max captured high-intent users actively searching for premium watches.

To improve Shopping performance, we also optimized the product feed using Data Feed Watch, enhancing titles and imagery to better match luxury fashion search intent and improve relevance across Google’s advertising ecosystem.

Execution centred around continuous optimisation rather than fixed campaign structures.

1. We tested multiple bidding strategies before identifying Highest Volume as the most effective balance between scale and acquisition efficiency. This allowed budgets to increase confidently once performance consistently met profitability targets.
2. Creative production followed an iterative process throughout the year. New visual concepts, product positioning, promotional messaging and AI-assisted imagery were introduced regularly, allowing campaigns to remain fresh while identifying the combinations that resonated best across different English-speaking markets.
3. As campaign performance strengthened, media investment shifted dynamically towards countries demonstrating the strongest combination of conversion rate, demand and acquisition efficiency, creating a more balanced international revenue mix.

The combination of disciplined international expansion and continuous creative optimisation fundamentally changed Jacques du Manoir’s digital performance.

Beyond these metrics, the campaign established a repeatable international scaling model. By validating new English-speaking markets before increasing investment and continuously improving creative performance, Jacques du Manoir successfully evolved from a predominantly offline luxury retailer into a high-performing international eCommerce brand.