Luxury Home Goods How Mission Control OS reduced CPMs by 28% and drove 23% YoY revenue growth for a heritage luxury brand expanding its digital presence.
The MCOS Approach
Mission Control OS approach steps
Milestones set
Grow eCommerce revenue 20%+ year over year while reducing cost per acquisition, proving that digital can be a primary growth channel for a heritage luxury brand.
Metrics reverse-engineered
Mapped the full funnel from impression to purchase. Identified that Simon Pearce's high AOV ($150+) meant ROAS targets had to account for longer consideration windows. Reverse-engineered the CPM and conversion rate thresholds required to hit the revenue target profitably.
AI agents deployed
AI agents optimized audience targeting and creative across Meta and Google, focusing on high-intent signals specific to luxury home goods buyers. Agents continuously tested lifestyle vs. product-focused creative, identifying that editorial-style imagery outperformed studio shots by 3x for this audience.
Humans steered
Strategists applied luxury brand positioning expertise that AI couldn't, ensuring creative maintained Simon Pearce's heritage brand voice, adjusting seasonal allocation around key gifting periods, and coordinating CRO improvements to on-site conversion that amplified paid media performance.
The Challenge
Simon Pearce is a heritage luxury brand known for handcrafted glassware and pottery, with a loyal retail following but an underdeveloped digital presence. Their previous agency approach treated digital as a secondary channel, running standard campaigns with broad targeting and generic creative.
The result: rising CPMs, stagnant ROAS, and a growing gap between retail and digital performance. For a brand with $150+ average order values and long consideration windows, the standard agency playbook of monthly optimizations wasn't precise enough to capture the nuance of luxury buyer behavior.
The Mission Control OS Approach
We started with a business milestone, not an ad metric: grow eCommerce revenue 20%+ YoY while lowering acquisition costs.
Our AI agents went to work analyzing the full funnel, not just ad platform metrics, but on-site behavior, customer lifetime value patterns, and seasonal purchase cycles. The agents identified a critical insight: editorial-style lifestyle imagery outperformed studio product shots by 3x with Simon Pearce's core audience. This wasn't a hunch. It was a data-driven finding from testing 30+ creative variants per week.
Human strategists ensured every creative maintained Simon Pearce's heritage brand voice. Luxury brands can't afford to let AI run unchecked. The difference between "aspirational" and "generic" is a judgment call only experienced marketers can make.
The Results
- 28% decrease in CPMs, smarter targeting and higher-performing creative reduced waste
- 23% year-over-year revenue growth, digital became a primary growth channel
- 34% ROAS improvement, every dollar worked harder through continuous, AI-driven optimization
Simon Pearce proved that heritage luxury brands can grow aggressively through digital when the approach combines AI speed with human taste.
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