$1M+ in sales for a luxury dessert brand, without discounting

Industry: Food & beverage (luxury desserts)
Location: Hong Kong
Platform: Meta Ads (Facebook + Instagram)
Ad Spend: $250K+
Average ROAS: 5.3x

About the client

A premium luxury tart brand in Hong Kong, known for ingredients like Osciètre caviar and 24K gold flakes, and for high-end corporate and personal gifting.

The challenge

The brand needed to drive online sales at scale without losing its exclusivity. Luxury can't be sold with mass-market tactics or discounts, so the ads had to build prestige and desire while still driving purchases.

The goal

Scale online sales profitably through paid ads, without discounting and without diluting the brand.

What we did

Built a multi-tier ad strategy

Combined prospecting, retargeting and VIP audience segments, each with its own message.
Used luxury storytelling

Created ads that showed the craftsmanship and premium ingredients, building exclusivity while adding urgency to buy.
Targeted high-value buyers

Focused on affluent shoppers, corporate gift buyers and high-net-worth individuals.
Scaled spend profitably

Reduced the cost per purchase while increasing budgets.

Results

$1M+
Sales from paid ads: $250K+
Ad spend managed: 5.3x
Average ROAS across all campaigns: 186+
Purchases per campaign: None
Discounts used

Proof

Results summary: $1M+ sales from paid ads, $250K+ ad spend, 5.3x average ROAS, 186+ purchases, no discounts — Results summary

Meta Ads Manager campaigns, last 7 days: $6,340.52 spent, 12 purchases, $21,819 purchase value, 3.44 average ROAS, top campaign at 5.37 ROAS — Ads Manager: one week of sales campaigns

Meta Ads Manager campaigns, February 2024: 1,245 prospecting and 892 retargeting catalogue purchases, 2.93M reach, $54,033.21 spent — Ads Manager: prospecting, retargeting and video campaigns, Feb 2024

Two Facebook ads showing a wooden gift box of luxury tarts, with a caviar tart in the centre — Gift box ads

Instagram ad for a potato salad caviar tart with an Order now button — Instagram product ad

Instagram carousel ad showing a cut caviar tart, captioned New Flavors, Same Bliss — Instagram carousel ad

Key learnings

Luxury brands win online with storytelling, not discounts.
Separate audiences need separate messages: new prospects, past visitors and VIP customers.
Corporate gifting is a high-value audience for premium food brands.

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