All Work
Experimental Build · A-15 · v0.5
Serein
Build desire without turning luxury into a discount banner. Silk Shaderv0.5 / LAB
SEREINDIGITAL RITUAL / 01
THE PROBLEM WE ADDRESSCan a digital ritual communicate a tactile product?
01Modelled business scenarioCompany and figures are fictional
02Working mechanismSilk Shader
03Modelled outcomeFor commercial orientation
MODELLED BUSINESS SCENARIO
Build desire before showing the price.
BUDGET$70,000 media / monthPERIODHoliday 9-week model
Modelled for film, modular statics and gift journeys.
BUSINESS MODEL
What is sold and where the problem starts.
Grow holiday new-customer revenue while protecting price, average order value and brand desire.
Gift campaigns relied on discount deadlines and product grids, producing late-season CPA inflation.
Keep purchase CPA below $105, raise new-customer ROAS above 2.2 and grow average order value.
THE EXPERIMENT STORY
A discount could create a sale — and remove the desire.
This narrative uses a modelled scenario. The company, budget and outcomes are fictional; the diagnostic and operating logic show how a real engagement would unfold.- 01
01 / THE BRIEF The first symptom was not inside the ad account.
Generic product ads made fine jewellery compete on price and catalogue depth. The pieces were visible but interchangeable; the reason to choose one, remember it and return for it never had enough time to form.
International fine-jewelry brand was selling gold jewelry and personalized gifts across France, United Kingdom and United States. The model was high-aov e-commerce. On the surface, the brief sounded direct: Grow holiday new-customer revenue while protecting price, average order value and brand desire.
- MODEL
- High-AOV e-commerce
- 02
02 / WEEK ONE Late-season inflation
Gift campaigns relied on discount deadlines and product grids, producing late-season CPA inflation. The trap was that isolated metrics still looked acceptable: Film CTR was 0.67%, gift-guide cpc was $2.46, and purchase cpa was $128.
Auction costs rose when every brand pushed the same deadline. That changed the diagnosis. The issue was not one toggle inside an ad account; it was what the system counted as success and which signal reached the team. The work had to connect media to the outcome that actually created business value.
- Purchase CPA
- $128 → <$105
- 03
03 / THE TURN Lead with the intimate reason an object is kept, then give material proof and a quiet path to a private decision.
The first decision was “Moment segments.” Build anniversary, self-gift, first fine piece and family-gift routes. It was followed by “Desire before catalogue”: Use films and short gift stories before product selection.
Started desire-building earlier and retargeted saved products by delivery feasibility. Once the measurement logic was shared, the team could see what to stop, what needed a different message, and where the real constraint sat in the page, lead handling or product availability rather than traffic.
- FIRST DECISION
- Moment segments
- 04
04 / THE BUILD The second before it becomes theirs: hold on the anticipation, then reveal the object.
The second before it becomes theirs: hold on the anticipation, then reveal the object. The production plan became 5 hero films, 30 modular cuts, 24 gift statics and four guided gift routes. The tests were not about abstract taste; they covered giver versus wearer, macro material, engraving, unboxing, delivery confidence and price anchoring.
The journey was assembled as one chain: Desire film → Gift route → Confident checkout → High-value order. Meta, Pinterest, Google Shopping, YouTube no longer lived in separate reports, while GA4, Shopify, Klaviyo, Product feed, Meta CAPI connected spend, behaviour and the final outcome. Added sizing help, easy exchange and visible delivery support inside the purchase route.
- SYSTEM
- 4 channels · 5 tools
- 05
05 / THE DECISION Luxury performance is still performance — but its first measurable event is desire, not urgency.
In the model, film ctr moved from 0.67% to 1.29%, purchase cpa from $128 to $98, and average order value reached $221. These are not promises; they make the decision thresholds explicit before real data enters the system.
Weeks 8–9: Convert by stock and delivery window. The main conclusion reached beyond a single campaign. A premium holiday campaign performed by reducing uncertainty, not by making the product feel cheaper. That is the logic a real engagement would retain, using the client's actual evidence, constraints and accountable decision makers.
- Average order value
- $221
KPI / CTR / CPC / CPA
Not one vanity percentage. The full metric chain.
Every figure in this section is modelled to demonstrate the scenario economics.01Film CTR
- BEFORE
- 0.67%
- TARGET
- 1.10%
- MODEL
- 1.29%
Desire and relevance
02Gift-guide CPC
- BEFORE
- $2.46
- TARGET
- <$1.95
- MODEL
- $1.78
Cost of considered visit
03Purchase CPA
- BEFORE
- $128
- TARGET
- <$105
- MODEL
- $98
Acquisition cost
04New-customer ROAS
- BEFORE
- 1.7
- TARGET
- >2.2
- MODEL
- 2.5
Revenue efficiency
05Average order value
- BEFORE
- $184
- TARGET
- >$205
- MODEL
- $221
Basket quality
STRATEGY
Four decisions that change the economics.
- 01Moment segments
Build anniversary, self-gift, first fine piece and family-gift routes.
- 02Desire before catalogue
Use films and short gift stories before product selection.
- 03Confidence layer
Make sizing, delivery, returns, material and gift packaging visible early.
- 04Margin and deadline
Scale by contribution and realistic delivery cut-off, not promotion pressure.
CREATIVE IDEA
The second before it becomes theirs: hold on the anticipation, then reveal the object.
5 hero films, 30 modular cuts, 24 gift statics and four guided gift routes.
Giver versus wearer, macro material, engraving, unboxing, delivery confidence and price anchoring.
PATH TO OUTCOME
- 01Desire film
- 02Gift route
- 03Confident checkout
- 04High-value order
WHAT DID NOT GO TO PLAN
Problems are part of the work. So are the fixes.
Late-season inflation
PROBLEM
Auction costs rose when every brand pushed the same deadline.
FIX
Started desire-building earlier and retargeted saved products by delivery feasibility.
Size anxiety
PROBLEM
High-intent visitors paused before checkout.
FIX
Added sizing help, easy exchange and visible delivery support inside the purchase route.
OPERATING CADENCE
What happens while the project runs.
- 01Weeks 1–2
Map occasions, margin and fulfilment.
- 02Weeks 3–4
Produce film and gift routes.
- 03Weeks 5–7
Build desire and collect intent.
- 04Weeks 8–9
Convert by stock and delivery window.
MAIN TAKEAWAYA premium holiday campaign performed by reducing uncertainty, not by making the product feel cheaper.
This demonstrates how we think — it does not fabricate a case study.
Discuss a Similar Solution This is not a client result; the numbers are sample data. For your project, we adapt the solution, tools and measurement to the task and budget.