When Marpipe partnered with Belardi Wong to revamp Vera Bradley’s catalog ads, the goal was simple: prevent their ads from getting lost in the endless scroll.
Here’s how they turned things around to see a 20% CTR boost and 12% ROAS improvement across their dynamic product ads.
The Problem: Invisible Ads
Vera Bradley’s catalog ads used to look like every other brand’s––basic product shots that blended right into social feeds. With heavy investment into catalog ads, Belardi Wong saw considerable opportunity to improve the overall Meta program. With plain catalog ads, their team was unable to identify what creative elements were driving (or hurting) results.
Without a scalable way to test creative variations, CVR, CTR, and ROAS flatlined.
The Solution: Brand-Forward Catalog Creative
Using Marpipe, Vera Bradley was able to launch a new wave of catalog ads that felt distinctly theirs. They focused on designs that showcased:
- Branded patterns recognizable to their core audience
- Real-time pricing updates
- Clear promotional messaging tied to active offers
These creative updates allowed the team to test and optimize catalog ads the same way they would static or video ads–giving their DPA program the breath of fresh air it needed.
After switching to enriched catalogs, Vera Bradley saw immediate performance lifts:
- +20% lift in click-through rate across campaigns
- +12% increase in last-click ROAS for evergreen programs
- Reduced cost-per-click delivering improved efficiency at scale
"Marpipe has been invaluable to our program. As we invest heavily in DPAs, we've seen improvements in ROAS, CTR, and CPC efficiency—and Marpipe helps our DPAs stand out in the feed,"
– Sarah Enos, Senior Digital Analyst, Paid Social at Vera Bradley.
Why This Matters
The advertising landscape has evolved, but many catalog ad strategies haven't kept pace. While brands invest heavily in perfecting their static and video creative, catalog ads often get the basic template treatment—generic product shots that struggle to break through the noise.This partnership highlights what separates forward-thinking agencies from the rest: a willingness to embrace and test new technologies that give their clients a real competitive edge. When agencies stay curious and push beyond standard solutions, they unlock opportunities that others miss entirely.
