Roberto Coin Case Study

Luxury Retail  ·  Lead Generation  ·  Meta & Google Advertising

About Roberto Coin

Roberto Coin, the Italian fine jewellery house celebrated for its signature ruby hallmark and exquisite craftsmanship, partnered with us to drive measurable commercial results across the UAE. With a prestigious presence in leading malls and a growing appetite for digital sales, the brand needed a performance marketing strategy that could serve two distinct but complementary objectives: bring high-intent luxury shoppers through the doors of their retail boutiques, and convert online browsers into buyers through a polished ecommerce experience.

We took on two core mandates: targeted lead generation campaigns designed to drive qualified foot traffic to Roberto Coin’s mall boutiques across the UAE, and ecommerce sales campaigns built to generate direct online revenue through Meta and Google Ads.

The Challenge

Marketing fine jewellery in the UAE is a pursuit that demands both elegance and precision. Roberto Coin sits at the intersection of Italian heritage, artisan craftsmanship, and contemporary luxury a positioning that must be communicated with care across every touchpoint. Converting that brand story into performance outcomes across two very different purchase journeys came with specific challenges:

Reaching

Reaching affluent, purchase-ready audiences in the UAE who were actively considering fine jewellery, whether for personal purchase, gifting, or milestone occasions, without compromising the brand’s luxury positioning through overly promotional creative

Competitive

Driving genuine foot traffic to mall boutiques in a market where luxury consumers have high expectations for both in-store experience and digital touchpoints making the quality of the lead as important as the volume

High-Consideration Ecommerce Strategy

Running ecommerce campaigns for high-consideration, high-value products where purchase cycles are longer, decisions are more deliberate, and trust in the brand must be established before any transaction occurs

Balancing Lead Gen & Sales

Balancing two campaign objectives retail lead generation and online sales across the same platforms without diluting budget efficiency or creative consistencya

Luxury Market Differentiation

Standing out in a competitive luxury jewellery market where established international houses command strong brand recognition and vie for the same affluent audiences

Our Approach

We built Roberto Coin’s campaign strategy around a simple principle: luxury must be felt before it is sold. Every ad, every audience, every creative decision was held to the standard of the brand itself refined, aspirational, and precise.

Rather than treating the two objectives as separate campaigns running in parallel, we constructed a unified funnel architecture that served both. Top-of-funnel storytelling built desire and brand familiarity. Mid-funnel engagement nurtured intent. And at the bottom, we separated audiences cleanly routing boutique-intent signals toward lead generation and online shoppers toward direct purchase so each objective received the right message at the right moment.

The Process

We executed a fully integrated performance strategy across Meta and Google, structured around two distinct conversion goals operating within one cohesive brand framework.

01

|

Meta Ads Lead Generation & Ecommerce

Boutique Lead Generation

  • Launched geo-targeted campaigns focused on affluent residential and commercial catchment areas surrounding Roberto Coin’s mall locations across the UAE
  • Used Lead Generation ad formats including Instant Forms and Messenger flows to capture qualified enquiries from consumers interested in visiting the boutique, booking consultations, or exploring new collections in person
  • Developed aspirational creative featuring Roberto Coin’s signature collections, designed to evoke the in-store experience and motivate foot traffic from high-intent luxury audiences
  • Applied layered audience targeting combining income indicators, luxury lifestyle interests, jewellery purchase behaviour, and lookalike audiences built from existing customer data
  • Tested multiple lead form structures and creative formats to identify the combinations driving the highest-quality leads balancing volume with boutique visit intent

Ecommerce Sales Campaigns

  • Built catalogue-connected dynamic product ads serving Roberto Coin’s jewellery collections to audiences based on browsing behaviour, category interest, and purchase intent signals
  • Ran full-funnel Meta sales campaigns broad awareness at the top, interest and engagement retargeting in the middle, and conversion-optimised ads for warm audiences at the bottom
  • Developed high-production creative assets including video and carousel formats showcasing product craftsmanship, collection stories, and the brand’s Italian heritage in a format suited to luxury ecommerce
  • Constructed retargeting sequences for website visitors, product page viewers, and add-to-cart abandoners serving personalised ads to re-engage high-intent shoppers and recover near-conversions
  • A/B tested creative messaging, product featured, and call-to-action formats continuously to improve return on ad spend across the ecommerce objective
02

|

Google Ads Search & Shopping

Search Campaigns

  • Built high-intent Search campaigns targeting commercial and research queries for fine jewellery, luxury gifts, Italian jewellery brands, and Roberto Coin-specific branded terms across the UAE
  • Structured campaigns to capture consumers at every stage of the purchase journey from exploratory category searches to brand-aware, decision-stage queries with tailored ad copy for each intent level
  • Applied precise negative keyword strategies to eliminate low-quality traffic and protect budget for purchase-ready and research-stage searchers most likely to convert
  • Developed ad copy that balanced aspirational brand language with performance-driven calls to action maintaining luxury positioning while driving measurable click and conversion outcomes

Shopping Campaigns

  • Ran Google Shopping campaigns to surface Roberto Coin products directly in search results for jewellery purchase queries, placing specific pieces in front of consumers actively ready to buy
  • Optimised product feed data titles, descriptions, imagery, and categorisation to maximise Shopping ad visibility and relevance for high-value search terms
  • Structured Shopping campaigns to prioritise hero SKUs and bestselling collections, ensuring the most commercially significant products received the strongest placement and impression share
  • Monitored and refined bidding strategies progressively as campaign data matured, improving cost-per-conversion efficiency over time while maintaining competitive visibility for priority products

The Results

| Paid Ads

3x

More Qualified Leads

2x

More In-Store Inquiries

52%

Decrease in Cost per qualified lead

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