Media strategy for Jimmy Choo’s iconic luxury shoes, bags and accessories

Project Background#

Jimmy Choo Korea’s digital team needed to improve the performance of its official online boutique, launched in 2022. In particular, it lacked sufficient data to allocate budgets effectively between NAVER search and shopping search advertising.

Visit Jimmy Choo’s official boutique

Delivery#

• Analysed NAVER search and shopping search advertising data and audited keyword, budget and creative alignment.
• Prioritised NAVER search and shopping ads in the annual marketing budget and identified new channels to reach core audiences.
• Designed advertising test models and strengthened communication between the brand and agency.
• Applied an online merchandising approach to shopping search ads, connecting product exposure with purchase journeys.

Customer Understanding and Research#

We investigated how Jimmy Choo’s sophisticated products appeared in digital environments and tested different hypotheses for its style-conscious female audience. We redesigned media presentation around larger, higher-resolution images that matched the premium product positioning.

Implementation and Improvement#

• Comprehensively optimised search and shopping advertising and moved creative updates from monthly to weekly cycles to reflect fashion trends and seasonal changes.
• Reorganised shopping ads around recommended products, considering the season, weather and customer context.
• Although advertising-driven site traffic declined, purchases increased by 88%, purchase revenue by 66.8% and conversion rate by 121.9%.
• Attracted relevant brand and product customers to drive conversion and revenue growth for the online boutique.

Lessons Learned#

Luxury customers value brand equity, scarcity and personalised experiences beyond the purchase itself. Their lifestyles and timing matter within long, complex, high-involvement journeys. We asked:

• When do customers begin researching online?
• When is their attention highest?
• When do they complete checkout?
• Which products are relevant to today’s weather and trends?

Media delivery informed by these questions produced stronger results.