Challenge

‍A customer sought to maximise performance on Meta for their winter collection launch.

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Solution

‍Plug identified an opportunity to improve customer's bottom-funnel campaign performance by adding platform-native catalog product videos. These videos featured essential product details, including product images/videos, product names, website recordings, and localized voiceovers. The catalog product videos aimed to effectively drive purchase intent while being designed in Meta’s native Reels format.

A formal split test was set up to compare performance between three bottom-funnel campaigns:

1. without catalog product videos (BAU)
2. with Meta’s auto-generated catalog product videos
3. with Plug’s custom catalog product videos covering ~30% of the product catalog

Results

‍With Plug’s catalog product videos, the customer achieved a 10% improvement in ROAS compared to the BAU campaign, and a 23% improvement in ROAS compared to Meta’s auto-generated catalog product videos. This strategic enhancement powered strong bottom-funnel results during the critical launch period of their winter collection.

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‍Next steps

‍The test revealed broader potential for boosting catalog ads. With Plug’s scalable creative and localization capabilities, similar strategies will expand to the customer’s other markets and mid-funnel activities.