The challenge

Peter Millar partnered with Vervaunt to evolve its paid media strategy across the UK and EU. They had a solid US presence, but wanted to grow their international efforts, with a specific focus on UK and European markets.

Prior to the partnership, investment was heavily weighted towards premium brand imagery, with no variation in creative concepts or formats on Meta. This drove up frequency and CPMs, leading to creative fatigue and reduced performance efficiency.

Paid performance was also largely driven by branded search, meaning growth relied on capturing existing demand rather than driving incremental new customer acquisition.

The brand’s priority was to move towards a more balanced, full-funnel approach - one that could scale across European markets, improve efficiency, and support sustained growth, while maintaining Peter Millar’s premium brand positioning.

The objectives

Our team identified the following strategic objectives for the partnership:

• Drive incremental revenue growth while maintaining a stable cost of sale of 10%
• Rebuild and scale brand awareness metrics, particularly across EU markets
• Improve new customer acquisition through more prospective, full-funnel activity
• Increase creative effectiveness and efficiency across audiences and funnel stages

The approach

Full-funnel paid media strategy

We designed and implemented a full-funnel paid media strategy across awareness, consideration and conversion, aligning creative, budgets and messaging to each stage. Video-led awareness activity introduced the brand and key value propositions at scale, optimised for reach, engagement and early intent signals, with performance insights used to inform mid and lower-funnel campaigns.

The strongest creatives and audience segments were then scaled into conversion activity, with budgets dynamically reallocated towards high-intent audiences based on 7-day click attribution performance, reducing reliance on lower-funnel demand capture and improving overall efficiency and conversion impact.

Audience-first targeting and testing

To reach new and relevant audiences, we introduced more considered targeting strategies, including golf course targeting by targeting audiences closely aligned with golf through location and behavioural signals to capture high-intent, contextually relevant users. Alongside this, we tested lifestyle-led creative versus golfwear-focused messaging to understand how different audiences responded at various stages of the funnel, allowing us to tailor creative and media investment accordingly.

International scaling

We supported expansion into key European markets by building market-specific structures and targeting. This enabled us to scale performance beyond the UK while maintaining efficiency and consistency across regions. Rather than combining the UK and EU into a single campaign, each market was structured individually to reflect local demand and budget requirements.

Feed optimisation and shopping performance

We launched and optimised product feed data through DataFeedWatch for Google Ads and Meta, improving product visibility, match quality and performance across Shopping and catalogue formats.

Incremental growth through search

To reduce reliance on branded demand, we rebuilt generic (non-brand) search activity, refining keyword strategy and targeting to support new customer acquisition and drive incremental growth across the UK and EU.

Brand storytelling and creative development on Meta

We rebuilt brand awareness on Meta by retelling the Peter Millar story through video-led creative. Working closely with Meta and the Peter Millar team, we produced social-first creative designed specifically for Instagram Reels. This included testing multiple hook-led video concepts, lifestyle versus product-led narratives, and different audio and storytelling approaches to drive engagement while maintaining the brand’s premium positioning.

Event-led activation

Paid activity was planned and activated around key golf moments and tournaments, with tailored messaging, creative and targeting used to capture peak demand and promote relevant collections during high-intent periods.