Luxury Home Goods How a heritage luxury brand cut CPMs 28% and grew revenue 23% YoY without sacrificing the brand, by connecting media, creative, and CRO in one plan.
The MCOS Approach
Mission Control OS approach steps
Business milestone set
Grow eCommerce revenue 20%+ year over year while reducing cost per acquisition, proving that digital can be a primary growth channel for a heritage luxury brand.
Economics reverse-engineered
Mapped the full journey from impression to purchase. Simon Pearce's high AOV ($150+) meant efficiency targets had to account for longer consideration windows. Reverse-engineered the CPM and conversion rate thresholds required to hit the revenue target profitably.
Signals surfaced
Moonmap connected paid media, on-site behavior, and seasonal purchase signals, and structured creative testing surfaced a decisive pattern: editorial-style lifestyle imagery outperformed studio product shots by 3x with this audience.
Senior judgment applied
Senior operators applied the luxury brand judgment software can't: keeping every creative inside Simon Pearce's heritage voice, weighting budget around key gifting periods, and coordinating CRO fixes that made the paid traffic convert.
The Challenge
Simon Pearce is a heritage luxury brand known for handcrafted glassware and pottery, with a loyal retail following but an underdeveloped digital presence. Their previous agency approach treated digital as a secondary channel, running standard campaigns with broad targeting and generic creative.
The result: rising CPMs, stagnant returns, and a growing gap between retail and digital performance. For a brand with $150+ average order values and long consideration windows, monthly optimizations and backward-looking reports weren't producing the decisions the business needed.
The Business Milestone
We started with a business milestone, not an ad metric: grow eCommerce revenue 20%+ YoY while lowering acquisition costs. From there, we worked backward to the CPM, conversion rate, and creative conditions required to hit it profitably.
The Signal, The Decision, The Action
Moonmap connected the full picture, not just ad platform metrics, but on-site behavior, customer value patterns, and seasonal purchase cycles. Structured testing of 30+ creative variants per week surfaced a decisive signal: editorial-style lifestyle imagery outperformed studio product shots by 3x with Simon Pearce's core audience. That wasn't a hunch. It was a measured result.
Senior operators turned the signal into decisions a heritage brand could live with. Every creative stayed inside Simon Pearce's brand voice; the difference between "aspirational" and "generic" is a judgment call only experienced marketers can make. Budget shifted toward key gifting periods, and CRO improvements to landing experiences made sure the more efficient traffic actually converted.
The Measured Result
- 28% decrease in CPMs, as stronger creative and sharper targeting reduced waste
- 23% year-over-year revenue growth, making digital a primary growth channel
- 34% blended ROAS improvement across channels
What Came Next
The creative insight changed more than the ads. Editorial-style imagery now shapes landing pages and merchandising decisions, and the media, creative, and CRO work runs against one shared plan, so each seasonal cycle starts from what the last one proved.
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