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Charles Owen
Case Study.

Sector: Equestrian Services: Paid Advertising, Content & Design
CASE STUDY · CHARLES OWEN

A clear round at Christmas.

A creative-led campaign

We tested paid social creative on real audiences, then put budget behind what sold.

A record Christmas

Purchases rose 191% on the previous year, the brand's best peak season on paid social.

More return, less waste

Return on ad spend up 170%, cost per sale down 54%.

+191%

increase in purchases vs the prior Christmas

+170%

increase in return on ad spend

-54%

reduction in cost per conversion

Before the campaign

The challenge.

Charles Owen is a family-run British brand with over a century of heritage, making handcrafted riding helmets under a Royal Warrant. For Christmas, they wanted to grow peak-season revenue through paid social, reaching new customers on Facebook and Instagram and driving them to purchase, while improving on an already strong prior year.

Charles Owen riding helmet in use

Our approach

What we did.

01

We ran A/B tests across multiple audiences on Facebook and Instagram, watching real reactions and comments to find the highest-performing creative, then scaled the winners.

02

We built a product-focused calendar aligned to equestrian events, Christmas gifting and seasonal buying behaviour, with gift guides and dynamic catalogue ads tailored to each audience segment.

03

We promoted higher-value items to lift average order value and used dynamic product ads to retarget shoppers, setting the groundwork for a TikTok expansion the following year.

The Christmas result

The results.

01

A record-breaking Christmas.

Purchases rose 191% on the previous Christmas, the best-performing peak season the brand had run on paid social.

02

Higher return on every pound.

Return on ad spend rose 170%, so the same budget delivered significantly more revenue.

03

Lower cost per sale.

Cost per conversion fell 54%, turning seasonal spend into efficient, profitable growth.

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Services used.

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