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Annoushka case study
Annoushka

Annoushka

End-to-end paid media and performance marketing strategy and execution.

The Brand:

Annoushka

THE ISSUE:

Paid media was struggling to deliver and was operating disconnected from broader business targets.

Our Part:

We delivered a full rebuild of Annoushka's paid media strategy, including budget modelling and advanced audience architecture, alongside day-to-day channel management.

The Impact:

A transformational revenue increase, coupled with a substantial spend reduction driving a massive lift in profitable growth.

Media Spend

-40%

YoY Revenue

+84%

Marketing Efficiency Ratio

+211%

Blended Customer Acquisition Cost

-60%

Approach

Annoushka is synonymous with world-class fine jewellery, marrying intricate craftsmanship with a highly distinct design language. The brand's true luxury positioning meant that it could not rely on standard, top-of-funnel ecommerce tactics and required a more sophisticated and targeted approach.

‍

Heur stepped in to transition Annoushka away from isolated platform tactics, introducing a macro-driven strategy that aligned paid media directly with the brand's core financial targets. We focused on building a scalable framework governed by cost-of-sale (COS) and marketing efficiency ratio (MER) guardrails.

Annoushka case study

Challenge

Despite world-class brand and product, Annoushka's growth aspirations had been throttled by a common retail trap: treating digital acquisition as a purely tactical, platform-level exercise, disconnected from the wider business ecosystem and too focussed on audience quantity over quality. Key challenges included:

  • Lack of Prospecting: Ad spend was heavily tilted toward short-term wins rather than balancing immediate demand capture with long-term brand awareness and premium storytelling.
  • Unsegmented Messaging: Digital assets failed to distinguish between new prospects and existing clients. The creative was heavily product-focused, ignoring the emotional narrative required to convert cold audiences at high price points.
  • Undefined Audience: Targeting was overly broad, reaching a generalised demographic rather than isolating consumer profiles with a genuine propensity to purchase fine jewellery based on affluence, location, and historical buying signals.
  • Forecasting Volatility: Without fixed efficiency guardrails, late-stage tactical decisions, like running un-forecasted sales, disrupted the media pipeline, highlighting the need for structural steadiness.

What We Did

A restructured paid media approach - built on three-tier investment modelling, high-propensity audience segmentation, and intent-led funnel architecture - tied every spend decision to wider commercial priorities rather than platform-level results, lifting revenue and efficiency while significantly raising average order value.

Three-Tier Investment Modelling

We built three core investment scenarios to map a clear path to the remaining fiscal targets, weighing earned, owned, and paid channels against each other rather than relying on one source of revenue.

Audience Restructuring

We replaced broad demographic targeting with cohorts stratified by affluence, geography, and intent, so spend on Meta and Google filtered specifically for high-value converters.

Funnel Segmentation

We separated brand, proposition, and product messaging across distinct stages of the funnel, from prospecting and awareness through to full-funnel remarketing.

Strategic Guardrails

We shifted the optimisation focus away from platform metrics, anchoring paid media decisions to overarching commercial guardrails so spend stayed efficient through shifting conditions.

The Commercial Impact

By taking a holistic approach that went beyond isolated campaign fixes, we rebuilt the paid media strategy from the ground up - restructuring audiences around affluence and intent, aligning spend with commercial guardrails, and modelling three-tier growth scenarios. This gave the business a scalable, risk-balanced framework for sustained, efficient growth.

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FAQs

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J. Muesercase study

What does Heur actually do?

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We're a commercial operating partner for ecommerce brands. We embed senior operators into your business to own strategy, trading, paid media and CRM, with solutions crafted around your specific needs.

What size of business do you work with?

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Product-led DTC brands, generally £1m to £25m+ in ecommerce revenue, with a sweet spot around £10m. The common thread is a strong product and brand looking for the right architecture and delivery mechanisms to scale.

How are you different from other ecommerce agencies?

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The difference lies in visibility. A channel agency owns one account and answers for that account's metrics. We view channels alongside margin, stock and the customer base. This allows trade-offs to be made holistically, ensuring we answer for the business's bottom line rather than a single channel's performance.

What does the engagement structure look like?

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A weekly strategy or trading meeting, always-on Slack access throughout the week, and a deeper monthly review against the roadmap. Everything runs in 30-, 60- and 90-day sprints against a longer-term plan.

Can you work alongside our internal team or existing agencies?

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Yes – integrating alongside existing teams and agencies is a common operational setup. We provide the senior strategic layer, aligning all internal talent and external partners to a single, unified commercial plan, ensuring seamless execution without disrupting the roles that are already performing well.

How much does an engagement cost?

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It depends on scope. Engagements are priced against ecommerce revenue and complexity rather than a flat rate. Once we understand your turnover and goals, we can put a clear number in front of you.

Do you build or design websites?

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We're not a design and development agency. We work with a trusted network of development partner agencies to support with clients' dev requirements, and can provide stewardship, project management and commercial strategy support to ensure projects are delivered to their full potential.

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