Drive global awareness
Build visibility across the USA, UK, France and UAE with market-specific emphasis on provenance and exclusivity.
Paid Social / Luxury E-commerce
Vintage
Paris
Jewellery.
Heritage translated for the performance feed—through Meta strategy, audience intelligence and luxury creative built for global collectors.
The challenge
Performance without losing prestige.
A collectible luxury brand cannot be advertised like an interchangeable product catalogue. The campaign had to increase visibility and conversion while preserving provenance, rarity and the sense that every piece carries a history.
The commercial task was not to make Vintage Paris louder. It was to make the right collectors understand the value faster—then give Meta enough signal to learn who was most likely to act.
Objectives
Six objectives.
One commercial system.
Generate quality traffic
Reach collectors and sustainable-luxury audiences through antique, Art Deco and Victoriana interests.
Increase conversions
Optimise around purchase, wishlist and checkout-initiation behaviour through Meta Pixel events and product-led formats.
Build audience segments
Develop custom and lookalike audiences from historic buyers, site visitors and Instagram engagement.
Enhance visual appeal
Use jewel-journey films, Parisian carousels, era spotlights and gemstone-origin stories.
Retarget & nurture
Sequence messaging for recent browsers, engaged visitors and high-intent shoppers.
Audience architecture
Finding the collector.
The audience model combined collector interests with first-party behavioural signals—so prospecting and retargeting did different jobs.
Prospecting
Antique jewellery collectors
Prospecting
Art Deco & Victoriana
Prospecting
Sustainable luxury
Owned signal
Historic buyers
Owned signal
Site visitors
Owned signal
Instagram engagers
International strategy
Four markets.
Different reasons to desire.
USA
Art Deco glamour
UK
Victoriana romance
France
Parisian provenance
UAE
Craft and exclusivity
USA
Art Deco glamour
Collecting, individuality and recognisable era cues.
UK
Victoriana romance
Heritage, sentiment and antique provenance.
France
Parisian provenance
Craftsmanship, origin and history.
UAE
Craft and exclusivity
Premium gifting, workmanship and rarity.
Creative direction
From provenance to creative direction.
Piece → era → material → story → visual direction → advertising creative. The work was designed to make history useful, not ornamental.
01 / Creative family
Jewel Journey Films
Narrative films following the history or character of an individual piece.
02 / Creative family
Heritage Carousels
Multi-frame stories pairing jewellery with Parisian and period context.
03 / Creative family
Era Spotlight Reels
Short-form creative built around recognisable eras and style codes.
04 / Creative family
Product & Collection Ads
Lower-funnel product and dynamic formats designed to convert intent.
Funnel architecture
One story.
Every stage of the funnel.
Discovery
Introduce the jewellery world and provenance.
Interest
Educate through era, materials and craftsmanship.
Consideration
Show individual pieces and collection context.
Intent
Use product-led formats and site behaviour.
Conversion
Optimise around purchase and checkout activity.
Return
Refresh creative and sequence retargeting.
Meta × Shopify
Turning behaviour into signal.
Shopper actions became audience and optimisation inputs—not disconnected analytics.
Commerce layer
Shopify
Behaviour
Purchase
Behaviour
Checkout
Behaviour
Wishlist
Behaviour
Engagement
Advertising layer
Meta Pixel → Audience Segments → Campaign Decisions
Retargeting
The audience gets smarter.
Find likely collectors.
Interest and lookalike audiences introduce the brand through distinctive heritage creative.
Change the message.
Video viewers, site visitors and social engagers see deeper product and provenance context.
Close the distance.
Product viewers, wishlist users and checkout initiators receive more direct product-led formats.
Optimisation
Build.
Read.
Refine.
The campaign evolved through audits, structured testing, performance review and creative refreshes rather than a launch-and-leave media plan.
Audit
Review tracking, audience structure, creative alignment and gaps in the purchase journey.
Build
Establish audience segments and a full-funnel campaign architecture.
Launch
Deploy multiple creative and messaging hypotheses.
Read
Use behaviour and campaign performance to understand what should change.
Refine
Reallocate attention and budget toward stronger combinations.
Refresh
Introduce new creative before fatigue becomes the strategy.
Outcome
Performance.
Prestige.
Provenance.
01
Performance
A conversion-oriented Meta system built around shopper behaviour, audience granularity and continuous optimisation.
02
Prestige
The advertising retained the brand’s luxury presentation rather than collapsing into discount-first e-commerce creative.
03
Provenance
Heritage remained the organising idea across prospecting, education and product-led conversion formats.
Founder perspective
“Their strategic craftsmanship mirrored our own—honoring heritage while driving performance.”
Michelle, Founder, Vintage Paris Jewellery
Savoir Paid Advertising
From story
to sale.
Performance marketing does not have to erase what makes a luxury brand distinctive. Audience, creative and measurement can work as one system.