Case Study:
STRATEGY | PAID MEDIA | PAID SOCIAL
Old-World Luxury Meets New-Age Strategy
Luxury linens purveyor Frette joins forces with Acronym to redefine its digital strategy, leading to substantial ad spend efficiency and year-over-year revenue growth. Learn how this partnership propelled Frette to new e-commerce success and more about Acronym’s expertise in driving growth and innovation in luxury e-commerce.
258
MORE EFFICIENT RERUEN ON AD SPEND (EU)
143
YOY REVENUE GROWTH SINCE ACRONYM TAKEOVER (EU)
87
YOY GROWTH SINCE ACRONYM TAKEOVER (NORTH AMERICA)
59
IMPROVED RETURN ON AD SPEND (NORTH AMERICA)
01
The Story
For over 160 years, Frette has been synonymous with luxury linens and home accessories of the highest quality, crafted with unmatched craftsmanship from its bases in Monza and Milan. The brand is celebrated for its chic designs and exceptional feel, gracing the world’s most prestigious hotels and discerning private homes, yachts and aircraft. Frette offers an extensive range of bedding, towels, and home décor items, available through flagship stores in major cities worldwide and collaborations with esteemed designers. With a heritage steeped in tradition and a commitment to innovation, Frette continues to dress the world’s most extraordinary spaces.
02
The Challenge
Frette, a brand that epitomizes luxury and refinement, was challenged to broaden its audience without compromising its exclusive brand identity. This delicate balancing act required a strategy that was not only effective but also sustainable, leading to the pursuit of an evergreen approach to online sales promotions. The challenge was to create a campaign that was as enduring and adaptable as Frette’s own timeless products.
The brand’s global reach meant that it had to navigate the subtle cultural differences between its European and North American consumers. It wasn’t just about translating content but creating messages that transcended language barriers and resonated with diverse audiences, all while maintaining a cohesive brand voice.
As Frette’s campaigns multiplied, the need for consolidation became apparent. The goal was to weave these separate threads into a single narrative that communicated the Frette story with clarity and impact. This streamlining was essential to maintain the integrity of the brand’s message across all platforms.
During peak promotional periods, the challenge intensified. Scaling efforts to meet the increased demand was crucial, but it was equally important to ensure that quality was not sacrificed for quantity. This is where Acronym stepped in, bringing a laser-focused dedication to strategy, and proposing innovative tactics. Together, we collaborated and crafted a marketing narrative that amplified Frette’s market presence while upholding the brand’s well-known standards of excellence.
03
The Solution
In our partnership with Frette, we zeroed in on digital marketing essentials to elevate their strategy and achieve substantial gains. With an audience-first emphasis, we focused on both third-party and first-party data analysis to shape informed and effective strategies.
Acronym introduced consolidated, smart tactics across the EU and North American markets, leveraging AI to bring precision to our campaigns. Frette’s ads were crafted to be dynamic and personal, expanding messaging and integrating custom feeds that connected with customers on a new level.
Tapping into the strength of social media's visual appeal, we implemented increased use of reels and stories to showcase Frette’s luxury through engaging videos and collections. We targeted our messaging to reach the right people—those likely to be interested in Frette’s offerings and with the means to afford them—to drive qualified conversions. During peak promotional periods, we focused on directing spend toward prospecting new users, maximizing opportunities for customer acquisition, and diversifying Frette’s customer base.
We refined our audience targeting, incorporating data from our site visitors and lookalike audiences to attract high-quality leads. And we made sure every step of the customer journey was addressed, from the first glimpse of an ad to the final decision to purchase, ensuring a smooth and consistent experience.
Our strategy was built to last. Beyond the buzz of seasonal promotions, we established a year-round presence that kept Frette’s impact steady and significant.
“Partnering with Acronym has resulted in great gains in the first year of our partnership. Their data-driven approach and continuous optimization have delivered both strategic insights and tangible growth. We’re looking forward to further customer and sales growth through our combined efforts.”
– Paola Pugliese, Director, Global Brand Marketing & Communications at Frette
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