Baum und Pferdgarten · Conversion / Purchase · Warm / consideration · Captured 2026-08-21 · By Taylor Sicard
Baum und Pferdgarten ad teardown: Corenna sweater
A product card priced in kroner lands on the right sweater in the right colourway, priced in dollars on the US storefront.
“CORENNA SWEATER”
Handoff: Partial
The creative is a two shot product card, a close crop and a full length, of a grey marled turtleneck over black trousers, captioned CORENNA SWEATER and 899 DKK with the brand lockup beside it. The page is the Corenna Sweater in Grey Melange, described as a fitted knit top with a high turtleneck and an embroidered BP logo at the hem, Merino Wool 100 percent, and the same campaign frames appear in the gallery. The break is the number: the ad states 899 DKK and the page, served at an en-us address, prices it at $149.00 with free shipping only above $250. Everything else, product, colourway, silhouette and photography, carries across unchanged.
The read
A catalogue style card that does almost nothing beyond identify and price. The two crops answer the two questions a knit raises, how it sits on the body and how it looks close up, and the flat white background keeps it recognisable as brand rather than creator content. Printing the price is a qualifier, filtering out anyone the number will lose later.
Why it works
- Two crops, two questions. A detail shot proves the fabric and a full length proves the silhouette, which is the minimum a knitwear card needs.
- The price is the filter. Putting the figure on the creative trades click volume for click quality on a considered purchase.
- The lockup does the branding. With no headline, the wordmark and the neutral studio treatment are the only signals that this is the label and not a reseller.
Objective fit
For a purchase objective this is the right shape, a single product, a price and a direct route to the detail page. The mismatch is in the routing, not the creative.
Tagged
- Objective
- Conversion / Purchase
- Funnel
- Warm / consideration
- Format
- Static image
- Placement
- Meta feedInstagram stories
- Category
- Apparel & Accessories
- Mechanic
- Price anchoringSpecificityIdentity appeal
- Handoff
- Partial
- Brand
- Baum und Pferdgarten
Where it breaks
A price printed on the creative only holds in the market it was set for. Running a kroner card against a US storefront means the first thing the visitor does is reconcile two different numbers, and the fold is covered by a full screen consent panel while they try.
Sources
Does your own handoff survive the click?
This is the same read I run on live funnels: the ad, the page, and the gap between them. Scored, free, no call required.
Audit my store freeBack to The Handoff, the full library of 244 ad and landing page pairs, filterable by objective, funnel stage, format, placement, category and persuasion mechanic.
Baum und Pferdgarten is named here solely to identify the advertising being analysed. Brand names and marks are the property of their respective owners. No brand shown has any affiliation with, or has endorsed, Taylor Sicard Consulting.