THE CHALLENGE
A major luxury brand was preparing to launch a high-stakes international campaign across Europe, the US, and China—featuring world-renowned talent both in front of and behind the camera.

OUR APPROACH
We conducted Online qualitative testing of the full communication ecosystem—TVCs, digital films, and print visuals—across the three markets: US, Europe, Asia. Beyond surface-level reactions, we explored how consumers interpreted the narrative, tone, aesthetics, and emotional codes, with special attention to the role of the brand, the ambassadors, and the cultural cues at play.

THE RESULT

The insights allowed the brand to fine-tune the campaign strategy by market: reworking specific edits, adapting the sequencing of visuals, and selecting the most impactful assets for each region. This maximised the emotional and aspirational power of the campaign, while staying consistent with the brand’s global image.

CASE STUDY #4

OPTIMISING A GLOBAL LUXURY CAMPAIGN ACROSS KEY MARKETS

US, FRANCE, CHINA - BEAUTY