Case Study
bag-d
Helping bag-d speak to the right customer, not every customer.
The Background
The products weren't the problem
When we started working with bag-d, the products weren't the problem. Rosie had built something genuinely different. The quality was exceptional, the products solved a real problem and customers loved them once they bought.
The challenge was helping new customers understand why they needed one.
Luxury accessories aren't impulse purchases. People take their time, compare options and need confidence before buying. Before we started trying to scale the account, we wanted to understand what was actually influencing those decisions.
The Challenge
We weren't talking to one customer
One thing became obvious quite quickly. Not everybody was buying a bag-d insert for the same reason.
Some customers had just bought their first luxury handbag and wanted to protect a significant investment. Others already owned several designer bags and were looking for a better way to organise and switch between them.
They were buying the same product. Just for completely different reasons.
Trying to speak to both people with the same adverts wasn't giving either of them what they needed.
What Changed
Built around the customer
We Started With The Customer
Instead of asking how we could improve the adverts, we started asking why people were buying in the first place. That led us to develop two clear customer personas, each with their own motivations, concerns and buying journey. From that point on, every creative idea, piece of copy and campaign was built around one of those customers rather than trying to appeal to everyone at once.
Rosie Became The Face Of The Brand
Very quickly, we realised one of bag-d's biggest strengths wasn't being used enough. Rosie knows luxury handbags better than anyone. She understands the craftsmanship, the materials and why somebody wants to protect a handbag they've invested thousands of pounds in. So we started putting her in front of the camera. Instead of polished product adverts, we tested founder videos, unboxings, travel content, "Get Ready With Me" videos and educational content that felt much more personal. Every new piece of creative taught us something about what customers connected with most.
The Website Needed To Build More Confidence
The adverts were getting people onto the website. The website needed to give them a reason to stay. As we watched people move through the buying journey, it became clear there were still questions being left unanswered - would the insert fit properly? Would it change the shape of the bag? Would it add bulk? We reworked the product pages to answer those questions much earlier, strengthening the messaging, improving trust and making the buying experience feel much more in keeping with the luxury product itself.
Timeline
Months 1–2
Research
- Audited Meta Ads and website
- Reviewed customer behaviour
- Identified buying barriers
- Began testing messaging
Months 3–5
Test & Refine
- Developed two customer personas
- Introduced founder-led content
- Tested new creative angles
- Improved product pages
Months 6–8
Scale
- Expanded winning creatives
- Continued weekly testing
- Refined audiences
- Improved website with insights
The Results
Marketing that speaks to the right person
The account looks very different today. Instead of trying to appeal to every luxury handbag owner in the same way, the messaging is built around the people most likely to buy and the reasons they're buying.
Founder content has become a key part of the creative strategy, the website gives customers much more confidence before purchasing and every round of testing continues to build a better understanding of what resonates with luxury shoppers.
Alongside that, revenue from paid media has increased by 17%, adds to cart have increased by 133% and Meta is delivering a 3.02x ROAS. More importantly, bag-d now has a much clearer understanding of its customers and a creative direction that can continue to evolve as the brand grows.
Showcase
The work behind the numbers
Customer Research
- ICP document
- Customer personas
- Messaging framework
Creative
- Founder videos
- GRWM content
- Unboxing videos
- Partnership ads
Website
- Product page improvements
- Before & after messaging
- Trust signals
Performance
- Meta dashboard
- Winning creatives
- Reporting
Client Testimonial
I have been working with Zender Media for 8 months now and they have truly helped me understand my customer and business more than I could ever have hoped for. I am thrilled with my Meta ads and Rhi and Lloyd are a delight to work with.
Great marketing starts by understanding the customer.
The best campaigns don't come from guessing. They come from understanding who you're talking to, what matters to them and giving them the confidence to choose your brand.
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