Case Studies
Building on Brewers Paid Social Growth
By refining Brewers' Meta ad strategy and restructuring the account for better efficiency, we streamlined campaigns, leveraged new Meta features, and optimized conversion performance. As a result, despite reduced spend, revenue grew by 44% year over year, and ROAS nearly doubled, reaching 9.6 from 5.
There paint no mountain high enough for Brewers Paid Social performance
By Daniel Quin, Paid Social Account Manager
Challenge
Brewers Paid Social campaigns have seen steady growth, with Kinase growing revenue year on year. We challenged ourselves to build on these foundations, rather than rest on the performance to date. From August 2024 we refreshed our strategy and devised new ways to make use of Meta’s growing feature set, with the final aim to drive further growth on the account with an increased ROAS.
Solution
Within the old structure of the Ad Account, there was a new Meta campaign for each new type of activity, which led to a busier and fragmented Ads Manager. With this information, we first created two new master campaigns for Brewers Store Openings, one for Reach and one for Awareness.
This enabled us to better harness the Meta-algorithm and help exit the crucial but limiting learning phase quicker.
We then moved on to improving conversion performance. We realised from our analysis that our older conversion campaigns were combining Brewers core audiences within separate Prospecting and Remarketing campaigns. With our new structure, we combined our Prospecting and Remarketing campaigns but separated them by the core audiences instead of by the campaign type, with the aim of boosting performance.
Results
With a cleaner account structure and a different approach to our conversion activity, we saw improvements in our performance quarter over quarter and year over year.
As an example, when comparing Q3 to Q2 2024, we drove a 12% uplift in revenue, ultimately leading to an 82% rise in ROAS, finishing at 9.5 from 5.2.
We also saw efficiencies increase within the account, reflected in a 28% decrease in CPC and a 43% decrease in CPP.
For Q3 year over year, the account saw a 44% increase in revenue and a 90% increase in ROAS, ending at 9.6 from 5. Efficiencies again increased, as our CPC and CPP fell by 38% and 55% respectively.
Building on this, the opportunity for Brewers is clear - with an audience of potential customers waiting to be captivated by a Brewers paid social ad.
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Simple Yet Powerful: Using Trust Signals On Advantage+ To Treble ROAS For Oliver’s Travels
See how Oliver’s Travels used Advantage+ Catalogue Frames to boost trust, increase bookings, and triple ROAS.
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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