Case studies

We always start by assessing the financial landscape of Mia Bijoux to identify the primary growth lever. The opportunity quickly became clear: the brand already had excellent repeat purchase mechanics in place.

In 2024, 56% of its total sales came from returning customers. Our job was to challenge this ratio and shift the focus toward net-new customer acquisition. While repeat purchases drive the bulk of the profit, cold acquisition is the true engine of growth for this type of e-commerce business. To achieve this, we created and implemented a custom "New Buyers" conversion objective. This allowed us to force both platforms to exclusively hunt for new customers, preventing any wasted ad spend on existing ones.

There’s a distinct advantage to having run acquisition campaigns for several years: you understand product seasonality and can refine your offers year over year. We immediately sat down with the advertiser to map out their 2025 promotional calendar, challenging and selecting the strongest offers to repeat.

Because even as we prioritize cold acquisition, there’s nothing like a strong promotion to maximize conversions from the brand's warm ecosystem. Moving forward, we doubled the budget for all the top-performing promos of the year.

Beyond promotions, we heavily invested in evergreen, long-term campaigns. These campaigns accumulate valuable algorithmic learning, practically guaranteeing a continuous stream of acquisition. Unlike the previous year, where most campaigns were turned off after less than a month, we made it a priority to keep several core campaigns running seamlessly throughout our mandate. This gave us steady, sustained momentum, even after major promotional pushes ended.