Puma set out to elevate its catalog ads, enhancing visual appeal, strengthening brand consistency, and maximizing performance. By leveraging Celtra for Dynamic Product Ads and continuously optimizing its catalog ad templates on Meta, Puma achieved remarkable improvements in return on ad spend (ROAS).
Challenge: Driving performance for promotional campaigns
For Puma, lower-funnel promotional campaigns are critical revenue drivers, particularly during high-intensity sales periods. However, their existing catalog ads on Meta lacked the dynamic appeal needed to deliver consistent, high-impact results. Puma sought a solution that would allow them to enhance their creative strategy while maintaining efficiency and scalability.
Solution: Enriched catalog ads for Cyber Weekend success
Cyber Weekend 2023: A game-changing A/B test
Using Celtra for Dynamic Product Ads, Puma transformed their Meta catalog ads from simple visuals to highly engaging, enriched creatives. These new ad templates dynamically incorporated a minimalist border design aesthetic and sale badges on discounted products, creating a more compelling shopping experience for consumers.
To measure the impact, Puma ran an A/B test during their 2023 Cyber Weekend campaign, comparing Celtra’s enriched catalog ads to their traditional template. The results were so decisive that the test was cut short: the Celtra-enhanced ads significantly outperformed the original, prompting a full switch mid-campaign.
Cyber Weekend 2024: Continuous optimization & innovation
Building on their success, Puma continued to refine and optimize their catalog ad strategy. For their 2024 Cyber Weekend campaign, they took their approach a step further by testing a general Celtra template against a more advanced strategy that introduced distinct design iterations throughout the campaign’s lifecycle.
By tailoring creative elements to each key phase, from warmup to Black Friday and Cyber Monday, Puma ensured that every promotional period had a dedicated look and feel. This dynamic, time-based creative strategy kept ads fresh, minimized ad fatigue, and sustained engagement across the entire campaign.
Results: Transforming performance through creativity and ongoing testing
Through the adoption of Celtra for Dynamic Product Ads and a commitment to ongoing testing and optimization, Puma unlocked substantial and sustained improvements in their Meta catalog ad performance. Beyond boosting lower-funnel efficiency, these enhancements reinforced brand consistency across their entire advertising funnel.
Over two years, Puma achieved a remarkable increase in ROAS, more than quadrupling their returns, demonstrating the impact of strategic creative automation and continuous optimization.
Want to see how Celtra’s Creative Automation solution can help your business? Reach out to our team and see our cloud-based platform in action.
