One brand just got funded by LVMH and the other brand is still independent.

@curatedfarah

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Why it worked

The video provides high-value, analytical content that educates the audience on marketing strategy, positioning the creator as an expert while maintaining high engagement through a clear, comparative structure.

Summary

The creator analyzes and compares the marketing strategies of two luxury handbag brands, Polène and DeMellier, by examining their respective Meta ad libraries. She highlights how Polène focuses on visual aesthetics while DeMellier emphasizes its mission-driven approach, discussing the implications of these strategies for brand growth.

Structure

1Introduction of two competing handbag brands
2Analysis of Polène's visual-first ad strategy
3Analysis of DeMellier's mission-driven ad strategy
4Comparison of the two customer acquisition approaches
5Speculation on the future of both brands
6Conclusion on brand sustainability

Call to action

Follow for more paid ad breakdowns.

On-screen text

One brand just got funded by LVMH and the other brand is still independent. And their meta strategies tell you exactly what this cost the brand. Here's what the ad library shows you. PAID BREAKDOWN looking at Polène versus DeMellier Polène's ad library is entirely visual texture shots showing the grain the bag is the entire brief the creative if you have to ask what this is you're not the customer for us the reason why someone would scroll the object itself shot in a way that makes you want to touch it through your screen they're trying to find people that align with their visual language and their product does the conversion work DeMellier's ad library leads with the story behind the product where the leather comes from how the bag is made and what buying that bag actually funds every bag bought from this brand provides life-saving vaccines for children through UNICEF and it's not something that they hide it's available on multiple creatives on Meta because they've got a mission someone that's actually never heard of DeMellier London can still be moved by this mission before they've ever seen the product so DeMellier is building a customer who buys because they believe in something Polène is building a customer who buys because they feel like something is beautiful for now, both are winning but it will be interesting to see how Polène changes their creative once the LVMH style fully takes over their account the moment a purely aesthetic brand goes broad to hit growth targets the aesthetic is the first thing that breaks DeMellier's mission actually protects them from that trap Polène's beauty does not if your brand disappears tomorrow would your customer miss the product or the mission only one of those answers builds a meta account that scales without losing what made the brand worth buying in the first place follow for more paid ad breakdowns

Original caption

POLENE VS DEMELLIER: bag brands with completely different strategies. #ecom #founder #businessgrowth

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Transcript

One brand just got funded by LVMH and the other brand is still independent. And their meta strategies tell you exactly what this cost the brand. Here's what the ad library shows you. This is paid breakdown where I compare two brands in a similar niche and their meta ad strategy. Today we're looking at Polène versus DeMellier. Polène's ad library is entirely visual. They have close-up texture shots showing the grain of the leather. The bag is the entire brief. Their creative almost says, if you have to ask what this is, you're not the customer for us. The reason why someone would scroll is always the object itself. And it's almost shot in a way that makes you want to touch it through your screen. They're trying to find people that align with their visual language and their product does the conversion work. DeMellier's ad library leads with the story behind the product, where the leather comes from, how the bag is made, and what buying that bag actually funds. Every bag bought from this brand provides life-saving vaccines for children through UNICEF. And it's not something that they hide, it's available on multiple creatives on Meta. Because they've got a mission, someone that's actually never heard of DeMellier London can still be moved by this mission before they've ever seen the product. So DeMellier is building a customer who buys because they believe in something. Polène is building a customer who buys because they feel like something is beautiful. For now, both are winning. But it will be interesting to see how Polène changes their creative once the LVMH style fully takes over their account. The moment a purely aesthetic brand goes broad to hit growth targets, the aesthetic is the first thing that breaks. DeMellier's mission actually protects them from that trap. Polène's beauty does not. If your brand disappears tomorrow, would your customer miss the product or the mission? Only one of those answers builds a meta account that scales without losing what made the brand worth buying in the first place. Follow for more paid ad breakdowns.