FACES catalog product video ads on Meta reveal 29% CPA decrease

About the Customer

FACES stands as the premier beauty omni-retailer in the MENA region, offering the latest in fragrance, skincare, and makeup. With over 20 years of presence and expertise in the Middle East, Faces operates 85+ state-of-the-art luxury stores across 9 countries, including Saudi Arabia, United Arab Emirates, Egypt, and others–all complemented by a strong online presence.

Industry

Luxury Beauty

Company Size

Objective

Diversifying creative with simple video production

Video is a powerful medium for boosting performance on social media, but producing video at scale is a daunting task for advertisers, especially on a product level. With Meta’s catalog product video feature, advertisers can leverage videos in their Advantage+ catalog ads, by uploading videos directly to their catalog. They can then opt-in for Meta's AI insights to optimize showing product images or videos based on which type of content the end user is more likely to engage with.

Solution

Automated video templates minimize production needs

Always keen to stay ahead of the curve and test new solutions that drive performance, FACES was excited to test catalog product video when it became available through Smartly at the same time as Meta. FACES wanted to improve their overall campaign profitability, reduce the CPAs of their Advantage+ catalog ads and diversify their creative approach. However, they did not have video creatives readily available.

Smartly’s Video Template solution enabled FACES to create dynamic, animated on-brand video assets using their existing static images, adding overlays for brand elements, prices and CTAs—and then upload them directly to their product catalog to use in their Advantage+ campaigns. These solutions allowed FACES to quickly test Meta’s new solution, setting a campaign live immediately with effectively no additional production time, and using Smartly’s latest optimization features to ensure performance.

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"Smartly has been an exceptional partner for FACES, helping us unlock new avenues for growth. With Smartly’s image and video templates, FACES has been able to create magical customer experiences that were previously out of reach. We've also actively leveraged Smartly’s optimization and scaling tools, and the results have been incredibly promising.”

Faheem Ahmad

Head of Growth, FACES

Results

FACES boost sales and drives down costs with catalog product video

FACES not only saved time when scaling their product creatives, but the inclusion of catalog product video and the ability to bring their static product imagery to life as videos also greatly improved their performance. FACES saw an impressive 41% increase in purchases, a 12% increase in ROAS and a 29% drop in CPA, when compared to their business as usual campaign setup.