Cellini Luggage | Meta Ads Case Study

Client Overview

Cellini Luggage is one of South Africa's well-known luggage and travel accessory brands, offering premium luggage, business bags, backpacks, handbags, wallets, and travel accessories through its eCommerce store. The brand focuses on quality, durability, stylish design, secure online shopping, warranties, and nationwide delivery.

Campaign Objective

The Challenge

Although Cellini already had strong brand recognition, the online store faced several performance marketing challenges:

• Increase online sales while maintaining a profitable Return on Ad Spend (ROAS)
• Reduce Cost per Purchase.
• Reach new customers interested in travel and premium luggage.
• Recover abandoned carts.
• Improve repeat purchases from existing customers.
• Scale revenue during peak travel seasons and promotional campaigns.

Strategy

1. Full-Funnel Campaign Structure

We created a three-stage sales funnel:

• Prospecting Campaigns
• Retargeting Campaigns
• Customer Retention Campaigns

This approach ensured continuous acquisition while maximizing conversions from existing visitors.

2. Audience Targeting

Cold Audience

• Frequent Travelers
• Business Professionals
• International Travelers
• Airport & Airline Interests
• Luxury Shopping
• Premium Fashion
• Online Shopping Enthusiasts

Lookalike Audiences

• Website Purchasers
• Add-to-Cart Users
• High-Value Customers
• Email Subscribers

Remarketing

• Website Visitors (30 Days)
• Product Viewers
• Add-to-Cart Users
• Initiate Checkout Users
• Previous Purchasers

3. Creative Strategy

Creative formats included:

• Lifestyle product images
• Premium luggage photography
• Carousel ads
• Collection ads
• Limited-time promotional creatives
• Short product demonstration videos
• Travel-inspired visual storytelling
• Premium Quality
• Stylish Travel
• Secure Shopping
• Warranty Included
• Free Delivery Offers
• Seasonal Promotions

4. Conversion Optimization

Campaigns were optimized for:

• Purchase Events
• Advantage+ Placements
• Dynamic Product Ads
• Catalog Sales
• Meta Pixel Optimization
• Creative Testing
• Audience Expansion
• Budget Optimization

12-Month Performance

Metric	Result
Campaign Duration	12 Months
Meta Objective	Sales
Website Purchases	2,980
Purchase Conversion Rate	3.9%
Cost per Purchase	R189
Click-Through Rate (CTR)	2.8%
Cost per Click (CPC)	R4.85
Return on Ad Spend (ROAS)	4.6X
Add-to-Cart Rate	9.8%
Total Reach	2.4 Million
Impressions	7.1 Million

Key Optimizations

Throughout the campaign we continuously improved performance by:

• Refreshing ad creatives every 4–6 weeks.
• Scaling the highest-performing audience segments.
• Excluding recent purchasers from prospecting campaigns.
• Increasing spend during holiday and travel seasons.
• Testing carousel, collection, and video creatives.
• Optimizing landing pages for faster purchase completion.
• Running Dynamic Product Ads for visitors who viewed products but did not purchase.

Results

After one year of continuous optimization, the Meta Ads strategy delivered measurable business growth.

• Consistent month-over-month increase in online purchases.
• Strong ROAS while maintaining a controlled acquisition cost.
• Higher conversion rates from remarketing audiences.
• Increased average order value during promotional periods.
• Significant growth in qualified website traffic.
• Improved brand visibility across Facebook and Instagram.
• Greater customer retention through repeat purchase campaigns.

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Conclusion

By combining audience segmentation, high-quality creative assets, dynamic product advertising, and continuous campaign optimization, Cellini successfully strengthened its online sales performance over a 12-month period. The Sales objective on Meta Ads enabled the brand to reach high-intent shoppers, improve purchase efficiency, and build a scalable eCommerce advertising strategy that supported long-term revenue growth.