Simple Yet Powerful: Using Trust Signals On Advantage+ To Treble ROAS For Oliver’s Travels

A case study using Meta’s Advantage+ for Oliver’s Travels

By Ellen Currie, Paid Social Team

Case Study: Oliver’s Travels

Background

After winning the esteemed Condé Nast Traveller Reader’s Choice Award for 2024, Oliver’s Travels secured the iconic award emblem for use in future marketing efforts. This presented an ideal opportunity to leverage a trust-inducing, key USP-related image across paid social channels.

Implementation

We needed a powerful way to leverage Oliver’s Travels trust signals from this award win. Using Advantage+ Catalogue Frames, the award emblem was seamlessly embedded into a range of dynamically sourced content. The setup was incredibly efficient compared to traditional ad creation processes, which often require extensive asset design and production time.

Advantage+ Catalogue Frames are a straightforward yet effective tool designed to enhance your catalogue ads. Here’s how they work:

• Easy Setup: Simply upload a PNG file—this could be your brand logo, an award badge, a sale-related message button, or any other creative element.

• Automatic Overlay: Once uploaded, Meta automatically overlays your image element on your product images.

• Versatile Application: This feature works across both single-image and carousel ads, whether you’re running dynamic or static catalogue campaigns.

To ensure the overlay perfectly aligned with the Oliver’s Travels brand and campaign objectives, we customised the catalogue ad frame for opacity, size, position and blending. These options allowed us to tailor the frame to complement Oliver’s Travels imagery, ensuring the extra layer of branding was both subtle and effective.

Results

After the ads exited the learning phase, we conducted an informal test comparing:

• A regular dynamic catalogue carousel ad of properties.

• A duplicate ad featuring the award badge frame.

Focused on the US market—where Condé Nast Traveller Award-themed content historically performs well—the framed ads delivered impressive results:

• Significantly higher attributed bookings volume and revenue

• Lower cost per booking

• A remarkable 3x higher Return on Ad Spend (ROAS) compared to ads without the frame

Summary

Advantage+ Catalogue Frames provide advertisers with a simple way to embed key branding elements directly alongside product images.

They are easy to implement across various ad formats and offer customisation options that ensure your creative remains on-brand. As demonstrated in our Oliver’s Travels case study, using award-based frames can significantly boost your lower funnel KPIs, delivering measurable improvements in performance.

Explore how these frames can elevate your campaigns and drive better results in your own marketing efforts.

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