How an iconic French eyewear brand scaled DTC e-commerce through omnichannel paid strategy.

Client :
Vuarnet, a LVMH Brand
Luxury Eyewear | Heritage Brand

Challenge :
Historic brand transitioning from wholesale to DTC e-commerce. Seasonal demand concentration. Limited digital brand awareness outside France. Paid channels operating independently without unified measurement or strategy.

Result :
+45% ROAS YoY

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The numbers that matter

+45%

ROAS improvement
YoY

+167%

E-commerce
revenue growth

-32%

Customer
acquisition cost

+89%

New customer
volume

The Challenge - Problem Statement

The problem

DTC growth hampered by fragmented acquisition.

Vuarnet, the legendary French eyewear brand founded in 1957 and now part of LVMH, was pivoting from wholesale distribution to direct-to-consumer e-commerce. Heritage brand equity—worn by mountaineers, pilots, and style icons—but limited digital presence beyond France. Paid acquisition channels were running in silos. Search targeted brand protection. Social focused on awareness. Shopping campaigns covered product discovery. But nothing was orchestrated. No unified attribution. No cross-channel optimization. Performance was acceptable—never exceptional.

Key challenges

DTC transition requiring rapid e-commerce revenue scale without retail support
Seasonal demand concentration—sunglasses peak in Q2/Q3, optical quiet in winter
Paid channels measured independently with last-click attribution missing contribution overlap
Limited brand awareness in key international markets—US, UK, Germany

The diagnosis: Channel silos prevented strategic budget allocation. Last-click attribution rewarded bottom-funnel tactics while undervaluing awareness and consideration investments. No visibility into true customer acquisition cost or channel synergy.

Client Testimonial

"Ad’s up Consulting built an omnichannel strategy that treated our paid ecosystem as a unified acquisition engine. Data-driven attribution revealed that social was driving 60% of our new customer pipeline—but getting credit for only 20% under last-click. Budget reallocation and cross-channel orchestration increased ROAS 45% year-over-year."

Elsa Ravaud Daverat

Head of Marketing Operations, Ecommerce & Retail, Vuarnet

How we fixed it

Channel silos created measurement blindness. Teams were optimizing for metrics that didn’t reflect true contribution. The fix required unified attribution, cross-channel orchestration, and strategic budget reallocation based on actual incremental value.

The Fix: Omnichannel Paid Strategy

We implemented data-driven attribution modeling to replace last-click measurement. Customer journey analysis revealed that 73% of conversions involved multiple touchpoints across search, social, and shopping. Social ads were driving consideration and brand discovery—new customers researching Vuarnet for the first time. Search captured that intent when ready to buy. Shopping ads closed product-specific queries. Last-click gave search full credit; data-driven attribution revealed social’s disproportionate contribution to new customer acquisition.

Budget allocation was restructured around customer lifetime value, not immediate ROAS. New customer acquisition via social—despite longer conversion windows—delivered higher LTV than bottom-funnel search conversions that captured existing demand. Social budget increased 140% to fuel top-of-funnel awareness in target international markets. Search shifted toward non-brand expansion and product education. Shopping campaigns leveraged seasonal inventory depth with dynamic budget pacing.

Campaign orchestration synchronized messaging and audience strategies across channels. Prospecting campaigns on Meta and TikTok introduced Vuarnet heritage and craftsmanship to cold audiences. Remarketing layers captured consideration and cart abandonment. Search campaigns responded to branded and category intent generated upstream. Google Performance Max unified shopping and display inventory with automated creative optimization.

Key challenges

Attribution: Deployed data-driven model revealing true channel contribution beyond last-click
Budget reallocation: Shifted spend toward new customer acquisition and away from brand protection
Orchestration: Synchronized prospecting, remarketing, and search intent capture across full funnel
Seasonality management: Dynamic budget pacing aligned with sunglasses demand curves and inventory

Outcome

ROAS improved +45% year-over-year. E-commerce revenue grew +167% as DTC channel scaled. Customer acquisition cost dropped -32% despite increased investment in awareness channels. New customer volume increased +89%, validating social’s contribution to pipeline generation that last-click attribution had undervalued.

3-month turnaround

Month 1:

Diagnosis

Customer journey mapping, attribution model implementation, channel contribution analysis

Finding: 73% multi-touch conversions, social driving 60% new customer pipeline but credited 20%

Month 2:

Implementation

Budget reallocation toward new customer acquisition, prospecting campaign expansion, Performance Max deployment

Early wins: New customer volume +52%, blended ROAS +18%, CAC -15%

Month 3:

Optimization

Cross-channel audience sequencing, seasonal budget pacing, creative refresh for international markets

Final results: ROAS +45% YoY, e-commerce revenue +167%, CAC -32%, new customers +89%

What made this work

Attribution Reveals Hidden Value

Last-click attribution systematically undervalues awareness and consideration channels. Social ads introducing customers to the brand get zero credit when those customers convert via search days later. Data-driven attribution fixes this—revealing true contribution and enabling smarter budget allocation.

Optimize for LTV, Not Immediate ROAS

New customer acquisition campaigns have longer conversion windows and higher upfront CAC—but dramatically better lifetime value. Optimizing purely for immediate ROAS favors bottom-funnel tactics that capture existing demand over strategic investments that build sustainable growth.

Channel Orchestration Multiplies Impact

Channels don’t compete—they complement. Social builds awareness. Search captures intent. Shopping closes product discovery. When orchestrated with unified messaging and audience sequencing, each channel amplifies the others. Treating them as independent silos leaves performance on the table.

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