Brandao
About The Company
Another's Legacy is a premier vintage jewelry retailer in Northern Europe, specializing in high-end solid gold pieces and generating over €1 million in annual revenue.
Based in a prime Copenhagen shopping location with a thriving e-commerce presence, the retailer curates exclusive estate and designer jewelry from brands such as Geneva, Hans Hansen, Gucci, Pandora, and Ole Lynggaard.
The Challenge
The client was struggling to scale sales through Meta. Existing cold audience campaigns suffered from an unprofitably high acquisition cost, and no retargeting structure was in place. To solve this, the company needed a strategy to capture new, qualified audiences while establishing an effective retargeting system to drive conversions.
The Strategy
To lower the acquisition cost and scale sales, a three-campaign strategy was implemented:
1- Prospecting - Focused on acquiring new customers, this campaign was allocated 70% of the initial budget. It only had one ad set, which had broad targeting.
2- Retargeting (all) - This campaign included all warm audiences, such as Facebook and Instagram engagers, website visitors, and the email list. Different strategies were tested within this campaign, including offering a discount and reminding customers that each piece of jewelry is unique and available in limited quantities. This campaign received 20% of the budget.
3 - Retargeting (add to cart) - Serving as the highest-intent campaign, this segment targeted abandoned cart users with special promotional offers. Utilizing carousel ads dynamically populated with the exact products left behind, the audience was synced automatically via a Klaviyo-to-Meta integration. This ongoing flow ensured real-time targeting for cart abandoners while offering a reliable workaround for iOS 14 tracking limitations.
Additionally, offline sales tracking was integrated directly into Meta Ads Manager to capture in-person purchases from customers exposed to Facebook Ads within a 30-day window. This offline attribution provided a complete, realistic view of total campaign performance and return on ad spend.
Results
The campaign delivered strong performance right from launch. Within two months, sales increased by 3.5x compared to the previous period, ROAS went from 2.68 to 5.20, and customer acquisition cost was reduced by 55%.