The Challenge

In luxury beauty and fragrance, performance isn’t just about driving immediate purchases: it’s about building desire, strengthening brand affinity, and moving consumers through a longer decision cycle. The customer journey often begins with aspiration and emotional resonance, then progresses into deeper product exploration before finally converting.

For this luxury fashion brand’s Mother’s Day initiative, the challenge was twofold:

  • Maintain premium, consistent brand storytelling across every consumer touchpoint. Luxury shoppers expect a cohesive experience. Creative needed to feel elevated and intentional across all placements, whether someone was seeing the campaign for the first time or was ready to purchase.
  • Identify the optimal full-funnel budget split to maximize lower-funnel conversions. The team had already proven the value of full-funnel media strategies, but the next question was more specific: How much should be invested in awareness vs. consideration to drive the strongest conversion outcomes, while keeping conversion spend constant?

To answer that, the brand needed a controlled, measurable approach that could connect upper- and mid-funnel investment directly to conversion performance.

The Action

Code3 designed and executed a Full Funnel Allocation Test & Learn Strategy on Meta to pinpoint the best-performing investment mix across funnel stages.

1) Built a structured multi-cell full-funnel test. The primary objective was to evaluate how different Awareness (AW) and Consideration (CS) allocations impacted lower-funnel conversion results.

2) Layered in Brand & Conversion Lift Studies. To measure impact beyond just last-click performance, Code3 built Brand & Conversion Lift Studies. This allowed the team to evaluate how each funnel allocation influenced both brand perception and purchase behavior.

3) Developed funnel-specific creative that stayed brand-consistent. Creative strategy was rooted in timeless elegance, modern relevance, and channel-native storytelling, with each asset aligned to its appropriate funnel phase while maintaining consistency across the entire consumer experience. By aligning creative intent to each funnel phase, the campaign delivered a seamless luxury journey, from interest, to intent, to action.

Services Performed

paid social

9%

more purchases in the lower funnel level cell

10%

higher revenue in the lower funnel level cell

10%

stronger ROAS in the lower funnel level cell

10%

lower cost per acquisition in the lower funnel

The Win

Cell 1 (awareness-heavy) emerged as the clear winner. Despite identical conversion budgets, the lower funnel level drove:

  • 9% more purchases
  • 10% higher revenue
  • 10% stronger ROAS
  • 10% lower cost per acquisition

This validated the hypothesis that strategic upper-funnel investment improves lower-funnel performance. Stronger and more efficient reach meant that larger retargeting pools were built, ultimately yielding more cost-effective conversions. Additional results include:

  • 28% more impressions and 51% more video views in the awareness-heavy cell.
  • Efficient CPMs – only a 4% increase, despite 63% higher spend.
  • Superior click-through rates (+10%), with both outperforming the brands performance benchmarks.

 

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