A separately-run luxury apparel brand under the Francesca's umbrella, Richer-Poorer had seen agency-led performance stall: falling acquisition, softer repeat rates, and a slipping customer lifetime value. I rebuilt its growth around social proof and sharp audience segmentation.
Richer-Poorer, a luxury essentials brand run separately within the Francesca's portfolio, had watched its agency-led performance marketing plateau. New customer acquisition was declining, returning customers were buying less often, and lifetime value was slipping. My objective was threefold: bring in new customers, win back lapsed ones, and lift purchase frequency, all while reinforcing the premium positioning that justified the brand's pricing.
For a premium brand, social proof is the pitch. I prioritized collecting (and, where needed, incentivizing) high-quality user-generated content for paid ads and email. Through rigorous A/B testing I identified which UGC formats actually converted, then partnered with micro-influencers and skilled creators to produce more of exactly what worked.
On top of that, I built tailored messaging and offers for three distinct segments, new customers, recent buyers, and lapsed customers, so each group heard the right thing at the right moment.
At the premium end, customers don't want to be told the brand is worth it. They want to be shown, by people like them.
The rebuild moved fast. Within the first 30 days, new customer acquisition rose 24%, and the UGC-driven win-back campaign successfully re-engaged 19% of lapsed customers. Across the board, paid advertising delivered sustained gains in ROAS and site traffic, strengthening the brand's position at its premium price point.