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.
12.7x
Peak campaign ROAS, Jan 2025
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 12.7x peak in January 2025, 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
12.7x peak ROAS in Jan 2025, 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.