Couture & bridal — e-commerce
Marchesa: A couture account brought back from negative ROAS.
Took over Marchesa's paid media in 2023 and rebuilt the account from a negative position into consistent profitability — then layered in AI production to keep creative fresh between shoots.
12x
Peak campaign ROAS
6-7x
Average maintained ROAS
Negative → profitable
Account turnaround
Scope
- Paid media recovery
- Account restructuring
- AI production
- Creative refresh
2023 – ongoing
The problem
The account was spending without returning. ROAS had slipped negative, creative was exhausted, and the structure wasn't set up to scale profitably.
What we did
- 01Restructured the account into clean prospecting, consideration and retention audiences.
- 02Shifted budget to creative and audience combinations that proved themselves at the purchase level.
- 03Recovered ROAS from negative to a 12x peak, then stabilized performance in the 6-7x range.
- 04Introduced AI production between shoots to extend hero imagery into fresh ad variants without waiting for the next campaign.
Funnel: before and after
Stage by stage.
Awareness
Before
Broad, undifferentiated prospecting with exhausted creative
After
Segmented audiences with refreshed concept variants
New creative cycles stopped mid-flight fatigue.
Consideration
Before
Traffic sent to generic collection pages
After
Campaign-matched landing experiences
Message continuity carried intent further down the funnel.
Conversion
Before
ROAS negative and declining
After
12x peak ROAS, 6-7x average maintained
Budget moved to what was actually driving purchase value.
Retention
Before
No structured post-purchase flow
After
Segmented retention audiences with sequenced creative
Repeat revenue tracked separately from cold acquisition.
The account went from losing money to a dependable performance engine — with AI production filling the gaps between traditional shoots so the creative pipeline never went dry.