CHARLES & KEITH

Transform Your Performance with AI

Acquisition Performance

Customer Experience Performance

We helped CHARLES & KEITH drive a 90% increase in eCommerce campaign sales while cutting CPL by 40%

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Overview

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CHARLES & KEITH is a globally recognized fashion brand from Singapore, celebrated for its bold, expressive collections of shoes, bags, eyewear, accessories, and jewellery. With a presence in over 30 countries and a growing eCommerce footprint, the brand needed to scale its digital campaigns, improve retention, and optimize conversion — all while maintaining its distinct creative voice.

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The Challenge

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Boost conversion from global paid campaigns during high-traffic seasonal periods
Decrease rising Cost Per Lead (CPL) amid competitive fashion ad space
Improve user retention through better engagement and post-click experience
Scale campaign execution and automation across multiple platforms while preserving brand consistency

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Approach

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1. Platform-Specific Paid Acquisition Strategy
We deployed a full-funnel Acquisition Performance strategy across Meta Ads, Google Ads, TikTok, and YouTube. Ads were creatively tailored per platform — Instagram and Meta focused on new arrivals and seasonal collections, while TikTok and YouTube delivered dynamic styling content to drive upper-funnel interest and remarketing pools. Creative Ads emphasized motion-first visuals with strong brand alignment.

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2. UX-Led Funnel Optimization
Through our Conversion Performance approach, we redesigned key landing experiences for campaign visitors. Funnel Optimization was supported by behavioral analytics to improve drop-off points, and we implemented UX/UI Optimization to guide users through clearer pathways to purchase. Custom product displays and CTAs were tested and refined to increase conversion velocity.

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3. Automated Lifecycle Campaigns
To retain and re-engage users, we applied Customer Experience Performance methods, including Email Automation and CRM Optimization. Personalized messages were triggered based on engagement segments, improving both conversion rate and LTV. Our Post-Purchase Engagement flows reinforced brand affinity and encouraged repeat orders through educational and community-driven content.

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4. Full AdOps Execution
We managed the full ad trafficking and QA workflow using Google Ad Manager (GAM) — handling third-party creative implementation, technical setup, and quality assurance to ensure consistent delivery across placements.

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