+150% increase in brochure downloads,
+400% uplift in site traffic
Over 1 million impressions across publications including Vogue, Robb Report, Harper’s Bazaar, and Forbes.
The Brief
As the brand expands across the globe the UK team asked Giant Leap to help support their growth plans by bringing together a full funnel marketing approach to help support engagement with HNW and UHNW audiences. Central to this is looking at how Sanlorenzo can drive better value from the events hosted throughout the year. To galvanise this we have developed a programme of work to help nurture new audiences at different parts of the sales cycle, with the ultimate aim of building trust and a relationship, which can then be closed at one of the major yacht shows during the year.
The Request
To support Sanlorenzo UK’s growth ambitions through a more integrated approach to audience engagement, combining targeted marketing, premium creative and event-led activity. Focus on reaching new HNW and UHNW audiences, building relationships throughout the customer journey and maximising the commercial value of key yacht shows and brand events.
The Process
In 2024 Giant leap ran a test looking at the impact of this full funnel approach in the build up to the Cannes Yacht Show. Over an 8 week period, we used our relationship with Mastercard to help spearhead our access to new wealth audiences across the UK, we targeted different groups based on their needs – Lifestyle, Artisan, Adventure, Made to Measure and On Board Living. Each having high quality bespoke videos designed to elevate the subject area delivered in a short format between 10 & 20 seconds in length. Once we had seen a high engagement on this creative, we then targeted these audiences with our VIP offer to the show itself. This approach was highly successful, compared to the previous campaign.
The Results
The campaign achieved a +150% increase in brochure downloads, +400% uplift in site traffic. Over 1 million impressions across publications including Vogue, Robb Report, Harper’s Bazaar, and Forbes. Importantly, it generated a strong pipeline of qualified leads for the Cannes event, all while maintaining an exceptionally low CPC of £1.48—proof that luxury audiences can be reached with both impact and efficiency.
Why Programmatic Matters for Luxury
Precision Targeting at Luxury Scale
Programmatic advertising enables luxury brands to reach highly selective audiences with precision, combining premium environments with sophisticated audience intelligence.
For high-value categories where purchase journeys are considered and relationship-led, the ability to build familiarity and trust over time is critical. Programmatic allows brands to engage the right audiences across multiple touchpoints, ensuring every impression contributes towards strengthening brand affinity, nurturing intent, and driving measurable commercial outcomes.
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