How Shoelace Helped Anne Mulaire Grow Revenue While Cutting Ad Spend 47%
Brand Snapshot
Anne Mulaire is a Canadian luxury fashion label known for ethically produced women’s clothing that blends timeless design with everyday comfort. Every garment is handmade in Winnipeg using sustainably sourced, premium fabrics, with a deep commitment to Métis heritage, living wages, and local craftsmanship.
As a values driven brand with thin margins, growth cannot come at the expense of efficiency. Every dollar invested in marketing must contribute directly to the bottom line.
The Challenge
What wasn’t working
- Paid media accounts lacked clear structure and strategic intent
- Budgets were concentrated in retargeting and branded search, limiting incremental growth
- Spend was efficient on the surface but not scalable or sustainable
What the brand wanted to improve
- Creative that clearly reflected Anne Mulaire’s values, craftsmanship, and luxury positioning
- Bottom line growth while adhering to strict ROAS and profitability targets
Key constraints
- Thin margins due to ethical production and living wages
- Minimal tolerance for wasted spend or experimental inefficiency
The Strategy
Account restructuring and budget clarity
- Moved away from a messy, blended targeting approach
- Clearly defined budgets for cold versus warm audiences
- Reduced over reliance on retargeting as a primary growth driver
Channel reallocation and platform focus
- Shifted budget away from retargeting and entirely away from Google during Q4
- Google spend was largely limited to branded search and its removal had no negative impact on revenue
- Reallocated that budget to Meta, where spend could drive incremental customer acquisition
After restructuring both Meta and Google, it became clear that Meta was able to recover and adapt to stricter targeting far faster than Google. Given that Q4 is peak season, we made a deliberate decision to pause Google temporarily and concentrate spend where performance and efficiency were strongest. With seasonality slowing in Q1, Google can now be reintroduced in a more controlled testing environment.
Creative as a performance lever
Creative became a primary driver of improved performance, not just a necessary fix. Much of the previous creative was off brand and failed to communicate Anne Mulaire’s most important differentiators.
We launched new creative that:
- Followed established brand guidelines
- Clearly highlighted key USPs such as ethically produced in Canada and handmade in Winnipeg
- Reinforced luxury, craftsmanship, and timeless design
This gave Meta clearer signals to identify higher intent buyers aligned with the brand’s values.
The Results
Q4 2025 vs Q4 2024
Paid Media Efficiency
- Ad Spend: Down 47 percent year over year
- MER: 15.09x - Up 117 percent year over year
Business Impact
- Contribution Margin (Gross Profit): $251.85K - Up 26 percent
- Shopify Store Revenue: $454,772.29 - Up 22 percent year over year
The outcome was clear. Lower spend, higher revenue, and significantly improved efficiency across the business.
Why This Worked
For Anne Mulaire, efficiency is the growth strategy. By removing inefficient spend, rebuilding account structure, and aligning creative with brand truth, we created a healthier acquisition engine that supported profitability instead of eroding it.
Rather than chasing short term gains through heavy retargeting, the focus shifted toward sustainable customer acquisition backed by strong creative and disciplined budget allocation.
From the Anne Mulaire Team
"Shoelace understood our brand immediately. Their strategic and creative approach helped us grow in a way that felt aligned with our values, our margins, and how we want to show up as a Canadian-made luxury brand."
