Background
For over two hundred years, Truefitt & Hill has stood as a symbol of luxury and heritage in the world of men’s grooming. Established as one of the oldest barbershop brands globally, the company has built a legacy of providing discerning gentlemen with the finest grooming products and services. With its presence in major cities like Delhi and Mumbai, Truefitt & Hill continues to serve modern men seeking elegance, sophistication, and high-end grooming solutions.
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Challenge Faced
Despite having a legacy brand identity and investing significantly in performance advertising, Truefitt & Hill was facing challenges in lead quality and conversion. Although their website attracted substantial traffic, the majority of leads generated lacked purchase intent or capacity. A significant number of inquiries turned out to be irrelevant. As a result, the cost per conversion was rising, and the return on ad spend (ROAS) was steadily declining. Since the brand’s core business depends heavily on in-store visits—especially at locations in Delhi and Mumbai—it became essential to focus on attracting high-intent customers who were genuinely interested in their luxury grooming services. The primary need was to eliminate low-quality leads and reach individuals with a lifestyle and interest aligned with premium grooming.
Audience Strategy Undertaken
To tackle the challenge, Xpert designed a data-driven strategy aimed at improving both lead relevance and ad performance. The first step involved identifying individuals with a proven history of making purchases in adjacent luxury categories, such as high-end razors, premium grooming kits, and membership-based wellness services. These behavioral cues served as indicators of potential interest in & the right affluence for Truefitt & Hill’s offerings. Xpert also analyzed lifestyle traits of past customers and found that the ideal audience was highly appearance-conscious and invested in maintaining a polished, premium lifestyle. With this insight, the targeting was narrowed to focus only on those users who matched these traits, while excluding broad, less relevant audience segments. This refinement helped sharpen the brand’s digital outreach and ensured ads were served to people with a higher likelihood of converting.
Results Achieved
The results of the refined audience strategy were immediate and measurable. Lead quality saw a marked improvement, with cost per lead reducing by 53%. More notably, campaigns using Xpert’s audience data were able to generate the same number of qualified leads at less than half of the previous ad spend. Because the incoming leads were now more aligned with the brand’s offerings, conversion rates increased, and the customer acquisition process became more efficient. With fewer wasted clicks and more meaningful engagement, the brand saw a clear improvement in ROAS. Overall, the optimization of ad targeting translated directly into better performance outcomes without needing to increase the marketing budget.
Inferences & Insights
The campaign reinforced the value of audience refinement in driving marketing efficiency for luxury brands. By filtering specifically for individuals with a history of luxury purchases and a lifestyle aligned with Truefitt & Hill’s brand values, Xpert was able to cut through irrelevant traffic and generate more qualified leads. Understanding customer intent through behavior and lifestyle traits proved critical in improving both ad performance and conversion outcomes. This approach not only helped optimize marketing spends but also ensured that customer interactions were more purposeful and aligned with the brand’s high-end service proposition. For businesses operating in the premium segment, precise audience targeting is not just beneficial—it’s essential for sustainable performance.