Ottoman Hands

Overview:

Ottoman Hands is a London based jewellery brand celebrated for its handcrafted, small batch designs inspired by contemporary style. With a focus on sustainability, each piece is made to last - blending artisanal craftsmanship with bold, statement aesthetics that empower self expression.

Having created iconic pieces for House Of The Dragon and Emily In Paris, direct-to-consumer ads are a crucial part of closing the loop from brand awareness into acquisition.

Things we identified:

Despite its strong brand identity and loyal customer base, Ottoman Hands was facing specific challenges that restricted growth across Meta and Google Ads.
Before working with us, we could see that there was room to improve in these areas:

Audience segmentation on Meta: Overlapping audiences led to inefficient spend allocation and difficulty scaling new customer acquisition.

Inaccurate attribution models: Campaigns were showing inflated in-platform metrics due to campaigns optimising for less incremental actions.

Over-reliance on branded traffic in Google Ads: Brand search wasn’t segmented, masking underperformance in non-brand campaigns and capping incremental growth potential.

Commercial alignment: Campaign structure didn’t differentiate between upper and lower funnel activity, reducing control over where and how investment could drive results.

Changes we made:

Our strategy focused on driving scalable, efficient new customer acquisition.

On Meta, we rebuilt audience segmentation to clearly separate new, engaged, and existing users, allowing budgets and messaging to be tailored by intent. Each audience segment was provided with different creatives that resonated with their needs at each separate stage of the funnel.

Campaign optimisation was switched to focus on reliable attribution models, ensuring that changes being made were reflective of true business performance.

On Google, we isolated branded activity from generic campaigns to better control investment in new customer acquisition.

Non-brand generic terms are where repeatable, scalable growth can come from as this is a user who is actively searching to buy for a certain type of jewellery but not from a specific brand.

Ensuring presence and engagement here, supports the high impact brand driving pushes such as pieces being featured in TV and film as its always-on, consistent background sales and revenue.

The momentum we created:

Restructuring the brand traffic into specific campaigns and implementing the correct bidding strategy meant that we were no longer over paying for traffic which adds less incremental value. When merged brand can also cannibalise budget from non-brand, preventing scalability.

Our strategy for branded search, led to:

• 59% Reduction in brand spend
• 87% Increase in brand revenue
• 359% growth in brand ROAS

Most importantly, this change freed advertising spend to reinvest into non-brand campaigns.

We implemented performance driven bidding and creative refinements that unlocked sustained growth month-after-month.

Non-brand has seen a huge 145% increase in revenue. These are customers who are in-market to buy the pieces available but who importantly haven’t yet chosen a brand.

Overall, our strategy and tactical changes led to a +44% increase in new customer acquisition in the Shopify store. This sets up Ottoman Hands for their next phase of growth with a repeatable pipeline of brand advocates.