Overview
A regional floral brand known for its luxurious arrangements and premium gifting experiences was stuck in a cycle of guesswork. Their social media pages looked great, orders were coming in inconsistently, but the business lacked one critical advantage: clarity.
Marketing efforts were fragmented. Campaigns were run reactively. Ad spend was climbing, but no one could answer key questions like:
- Where are our best customers coming from?
- What ads are driving actual profit?
- Which products bring people back?
With an expanding product line and seasonal spikes around weddings, Eid, and Valentine’s Day, the stakes were getting higher — but visibility wasn’t keeping up. The brand needed more than just performance ads. They needed a system to understand, measure, and optimize the full customer journey.
The Challenge
Despite growing organically on Instagram, paid acquisition had plateaued. Customer acquisition cost (CAC) was erratic — sometimes spiking 2x overnight. Retargeting was being handled manually. There were no clear customer segments or lifecycle triggers. Everything was being done from “feel,” not from fact.
The result?
A luxury brand was spending like a mass-market store, without knowing where its premium customers were hiding.
Our Solution
We partnered with the brand to build a full-funnel marketing intelligence system — one that would turn scattered ad spend into targeted, profitable growth.
1. Funnel Mapping & Attribution Clarity
We started by mapping every conversion path — from the first Instagram ad view to checkout. Using Meta Pixel, GA4, and custom UTM tagging, we uncovered where high-LTV customers actually originated. Surprisingly, it wasn’t always the most expensive campaigns driving revenue.
By segmenting users by acquisition channel, campaign, and product purchased, we identified that last-minute buyers for anniversaries and special occasions converted best when shown urgency-based ads — not aesthetic visuals.
2. Creative Intelligence
Next, we rebuilt the brand’s ad library with intent-based creative — each ad aligned with a step in the funnel:
- Awareness (emotional, storytelling visuals)
- Consideration (product + occasion focused)
- Conversion (offers + urgency CTAs)
We also ran A/B tests across formats (static, carousel, UGC-style video) and tracked performance not just by CTR, but by downstream metrics: AOV, repeat rate, and customer journey velocity.
3. CRM & Lifecycle Marketing Integration
We integrated Klaviyo to launch:
- Abandoned cart flows
- Post-purchase sequences based on gift type
- Birthday and occasion reminders for returning users
This shifted the brand from one-time purchases to emotion-driven retention, with email revenue rising to 26% of total within 60 days.
4. Data-Driven Decision Making
Data was no longer an afterthought. We used cohort analysis to group customers by acquisition month and observe retention decay. CAC:LTV ratios were reviewed weekly, with budget automatically shifted toward campaigns with highest predicted value.
Using post-purchase survey insights, we discovered:
- Over 48% of customers were buying for someone else (gifts)
- 32% discovered the brand through word-of-mouth
- Users from Riyadh converted 37% faster than those in Dubai
This informed our targeting, our timing, and even the way we positioned product bundles.
Results
In just 90 days, the floral retailer saw:
- Revenue exceed $500K in tracked online sales
- Blended ROAS reach 3.4x across channels
- Email revenue jump from 5% to 26% of total
- Customer repeat rate double in 60-day window
- AOV increase by 17% due to bundled optimization
- Ad spend efficiency improved by 41%
Key Takeaway
Luxury brands can’t afford to spend blindly — not when precision is possible.
With the right intelligence framework, even a high-emotion business like floral gifting can move from intuition-led marketing to profitable, data-backed growth — while keeping its soul intact.