Richemont: New Brand GTM Launch.

How a forensic audit and funnel rebuild turned an luxury sub-brand launch into an ecommerce acquisition engine.

Client

Richemont

Role

Media Audit, Media Strategy, Media Planning, Buying & Optimization

Media Health Check

Paid Media Campaign

Key Takeaway

Testing everything delivers nothing. With a structured funnel and market-specific messaging, we turned Baume’s hyped sub-brand launch into an e-comm acquisition playbook — dropping CPAs by 29% and doubling cart conversions.

Context

Heritage brand, new generation pressure.

Global ambition met grounded constraints. Baume carried Richemont's prestige, but lacked brand recognition among 25–35 luxury intenders. The original launch tested everything at once—creatives, audiences, placements—without a clear funnel or feedback loop.

With fixed budgets and no room for waste, the brand needed fast clarity on what was actually working and where to invest next.

Approach

Why testing killed the signal.

Baseline awareness paradox

Despite strong Richemont equity, Baume saw minimal awareness among its core audience. Brand heritage wasn’t transferring — young luxury buyers didn’t recognize or recall the sub-brand.

Baseline awareness paradox

Despite strong Richemont equity, Baume saw minimal awareness among its core audience. Brand heritage wasn’t transferring — young luxury buyers didn’t recognize or recall the sub-brand.

Baseline awareness paradox

Despite strong Richemont equity, Baume saw minimal awareness among its core audience. Brand heritage wasn’t transferring — young luxury buyers didn’t recognize or recall the sub-brand.

Over-testing optimization trap

The team tested every element simultaneously—creatives, formats, cohorts—blurring signal. Winning assets were dragged down by poor targeting or irrelevant placements, leading to misleading performance data.

Over-testing optimization trap

Cultural timing disconnects

Luxury consideration cycles varied wildly. U.S. shoppers researched over weeks; some Asian markets converted within days. A one-size-fits-all approach misread the intent window and distorted spend efficiency.

Cultural timing disconnects

Solution

Turning noise into funnel clarity.

Funnel foundation rebuild

We performed a forensic audit to isolate high-performing combinations of markets, audiences, and creatives. Then rebuilt the campaign around a structured funnel: Awareness → Consideration → Purchase, each with bespoke KPIs and budgets.

Funnel foundation rebuild

Responsive market messaging

We introduced a dynamic creative system that personalized sustainability messaging by market and audience cohort—balancing Baume’s mission with Richemont’s brand equity.

Responsive market messaging

We introduced a dynamic creative system that personalized sustainability messaging by market and audience cohort—balancing Baume’s mission with Richemont’s brand equity.

Responsive market messaging

We introduced a dynamic creative system that personalized sustainability messaging by market and audience cohort—balancing Baume’s mission with Richemont’s brand equity.

Real-time optimization infrastructure

Always-on testing replaced batch analysis. Copy, CTA, offer and imagery variations fed a real-time dashboard that let Baume reallocate spend within hours, not weeks.

Real-time optimization infrastructure

Always-on testing replaced batch analysis. Copy, CTA, offer and imagery variations fed a real-time dashboard that let Baume reallocate spend within hours, not weeks.

Real-time optimization infrastructure

Always-on testing replaced batch analysis. Copy, CTA, offer and imagery variations fed a real-time dashboard that let Baume reallocate spend within hours, not weeks.

Strategic testing protocol

We swapped scattered A/B tests for a structured performance framework that preserved creative integrity while enabling clean signal reads across global markets.

Strategic testing protocol

We swapped scattered A/B tests for a structured performance framework that preserved creative integrity while enabling clean signal reads across global markets.

Strategic testing protocol

We swapped scattered A/B tests for a structured performance framework that preserved creative integrity while enabling clean signal reads across global markets.

Results