MAJE

Building the Case for Upper Funnel

Maje has been a long-term Maison MRKT partner, with a strategy that had been in place for years and had delivered consistent, reliable results. But long-standing success can calcify into limits. Maison MRKT saw an opportunity to push the brand toward meaningful strategic change.

The brand operated under conservative, efficiency-first guidance: a fixed bottom-funnel budget governed by a single return target, one set meaningfully higher than typical growth benchmarks for women’s contemporary brands. That target had served its original purpose, but over time it became a ceiling. By optimizing so tightly for efficiency, the brand was inadvertently closing itself off from substantial revenue that a more balanced approach could unlock.

Rather than arguing for more bottom-funnel budget directly, Maison MRKT made the case for building out the top of the funnel. By betting that a stronger, more consistent presence earlier in the customer journey would spread brand awareness and build a new customer base from the ground up, we unlocked scale that the existing strategy couldn't reach on its own.

The strategy centered on:

• Sustained upper-funnel investment across Meta and Pinterest, scaled deliberately ahead of major seasonal moments when a larger pool of engaged customers would be needed to drive growth

• Treating upper and lower funnel as one connected system

• Proving to stakeholders that a rigid efficiency target was capping growth rather than protecting it

About

MAJE is a leading French contemporary brand known for capturing the essence of effortless Parisian style. Founded in 1998 by Judith Milgrom, the label blends understated elegance with a bold, bohemian edge to create a versatile wardrobe for the modern woman. Today, the brand remains committed to female empowerment and eco-friendly circularity, shaping a more sustainable future for global fashion.

Compounding Efficiency

As the upper-funnel program matured, a clear pattern emerged: a relatively modest increase in upper-funnel investment was translating into an outsized lift in site traffic. This was evidence that upper-funnel media was doing efficient, leveraged work rather than simply buying more volume.

That traffic led to more conversions for the brand. Year over year, paid traffic sessions climbed significantly, and purchases driven by that traffic grew at an even faster rate, meaning the brand wasn't just reaching more people, it was reaching more of the right people.

The results made a compelling case that the brand's rigid efficiency target had been leaving real growth on the table and gave leadership the confidence to move from a fixed, capped budget to a flexible, open-spend model, on the strength of demonstrated efficiency rather than raw scale.