MacKinnon Watches is a Scottish watch brand inspired by Highland heritage and traditional craftsmanship. As demand grew internationally, the brand looked to strengthen its online presence to drive sustainable commercial growth.
Budget Efficiency: Ensure the highest return on ads spend
Performance Creative Strategy: Identify strong assets and implement performance analysis and implementation
Sales Growth: scaling the store to increase revenue and unlock new market opportunities
A key focus was improving budget efficiency across Meta. Opportunities were identified within the account and by introducing small, considered adjustments over time, performance improved without disrupting sales.
After the first month, store profitability increased by 29%, while year on year sales continued to grow by 12%, helping to create a healthier and more efficient account overall.
MacKinnon Watches had a strong bank of creative assets, but they were not being used to their full potential to clearly communicate product quality, value and the brand story.
We introduced a performance led creative strategy, starting by identifying assets with the most promise, refreshing them with new creative and testing them in a structured way. Through clear creative reporting, we were able to understand which messages resonated most with audiences on Meta, scale high performing ads and continue testing new ideas.
This ensured creative decisions were guided by performance data rather than opinion, helping us build a repeatable process that drove stronger results and supported the sales targets agreed with the client.
Once we had improved budget efficiency and put a performance led creative approach in place, we were able to scale the account in good time for Q4. This involved focusing spend on high potential products that had not been prioritised before and testing new markets where the brand’s heritage watches resonated particularly well with audiences.
By aligning strategy with real performance signals, we saw a sustained increase in sales while maintaining profitability through the busiest period of the year.
These results show the impact of our optimisation work on performance year on year, with particularly strong gains during the Black Friday and Christmas period:
META ADS:
ONLINE STORE:
Black Friday & Christmas Period:
