Return on ad spend up 137% for a British luxury perfumer

Roja Parfums is a British luxury perfume brand founded by perfumer Roja Dove. At the time of the engagement, its main sales channel was a Shopify store. It was running paid social advertising in the UK to drive sales, with an existing agency handling that region.

After launching a new fragrance, Roja wanted a new partner with new tactics to lead its advertising in the US. The brief set one measure of success, on the action side: a positive return on investment, with a target of 4x return on ad spend. Attention mattered only as far as it paid back in sales.

Before the campaign began, we audited every ad account and benchmarked advertising across the luxury goods category. That research became the media plan. It set realistic expectations and gave both sides clear, measurable objectives to work toward.

From there, the work ran on experimentation and iteration. We tested channels, messaging and content formats, and let the data decide what stayed.

• Regional targeting

  Spend focused on the regions with the most traffic, to get the most value from the budget.

• Four audience types on Meta

  Separate ad sets for demographic, brand and competitor, interest and behaviour, and email-list audiences.

• More channels

  Google Ads and Snapchat added alongside Meta.

• A wider product range

  Top-performing fragrances promoted alongside the new launch.

• Remarketing

  Dedicated campaigns to make the most of existing traffic.

• Native Meta catalogues

  Added to lift click-through and conversion rates.

• Google Ads built for buying intent

  Performance Max, branded terms and product terms campaigns.

• Dynamic creative on Meta

  Versions of copy, imagery and video tested against each other to optimise for what performed best.

• Copy refined on performance

  So it kept speaking to audience needs and moving people to act.

• Targeting and settings refined

  Adjusted on performance throughout the engagement.

• Channels earned their place

  Snapchat was dropped for weak performance, while Google Ads became the best channel for return on ad spend.

What was meant to be a one-month interim measure became a six-month engagement, which ended when Roja onboarded its new media agency.