BFCM Case Study: How Brümate transformed their Facebook dynamic ads to crush Black Friday sales

Are you still running plain catalog ads because you don’t want to lose learnings?

It’s time to STOP.

Dynamic ads are one of the most profitable and scalable ad types on Meta, but unlike other creative formats, they are often ignored by advertisers.

All because there’s no way to change the way they look. 

But what if we told you that not only can you design your dynamic ads on Meta to reflect your brand and aesthetic, you can also switch the messaging on your existing catalog ads without losing learnings?! 

With Socioh’s Smart Switch, you can do all this and more — on schedule. 

Yes, you read that right!

You can have your Facebook catalog ads switch to show a different offer and design at a pre-scheduled date and time without losing sleep or resetting your campaign optimizations.

Here’s how leading drinkware brand BrüMate not only leveraged their powerful brand identity, but also made use of our Smart Switch feature to crush their BFCM promotions. 

First, some context.

When they first approached Socioh, Brümate was hardly running dynamic ads as they were unable to use their biggest asset — their brand identity — in their catalog ads. 

By adding their logo and choosing a background that enhanced the way their products looked while evoking the great outdoors, they were able to appeal to outdoor enthusiasts and improve brand recall.

Here’s another example of a Brümate category-specific catalog created with Socioh. They removed the plain product background to add a bold gradient that accentuated their ‘Gold/Onyx leopard’ collections:

The rotating background above uses gradients from their product line and stands out in shoppers’ product feeds. Learn more about automatically removing backgrounds of product images in your dynamic ads.

But drinkware brand Brümate went one step ahead and took full advantage of Socioh’s Smart Switch by using a different template every day for the BFCM (Black Friday, Cyber Monday) weekend.

They started out with a black and red template for Black Friday:

Over the weekend the design is scheduled to change daily, highlighting the Saturday and Sunday doorbusters:

Notice how they use mountain backgrounds to appeal to outdoor enthusiasts, while using a bright neon color to highlight their offer — extra 20% off:

Then, on Monday, the brand went for a template in line with their Cyber Monday theme, while continuing to highlight the 20% sitewide discount. 

The brand’s changing designs helped avoid creative fatigue and kept their shoppers engaged during the entirety of their promotion. 

With so many different brands and offers vying for their attention, these changing visuals and offers were able to incentivize shoppers to return to the website to re-engage and complete their purchases.

After the deal was over, they reverted to their regular catalog design.

And the best part about all of this? They could schedule all of these changes ahead of time and not have to worry about their catalog ads during the entire promotion. 

Pretty great, right?

Wondering how you can use this for your brand? Book a demo with us today, and we'll take you through how you can Socioh's Smart Switch & Branded Catalogs in your store.