How refurbed Achieved 18% Higher iROAS and 23% More Conversions with CPV

As a brand committed to both growth and sustainability, refurbed wanted to evolve the way they approached creative production for performance campaigns. Their paid social team was looking for a way to:

• streamline creative production by integrating automation and their product feed
• diversify their catalog ads beyond images 
• drive measurable improvements in incremental return on ad spend (ROAS) and Conversion Rate
• boost overall revenue from performance campaigns

They identified a clear opportunity: while  product catalog ads with images were delivering solid results, the potential to increase impact through engaging, high-performing video creatives remained largely untapped. This led them to explore ROI Hunter’s Catalog Product Video  (CPV).

Together with ROI Hunter, refurbed launched a structured CPV test focused on the Apple products.

1. Product Segmentation
A dedicated “Apple” product segment was created to feature one of the most popular electronic brands in the market.

2. Template Editor

The team developed a CPV template based on the best-performing image templates. This ensured brand consistency while introducing motion and more engaging visuals. The template respected all important Best Practices, such as: 

• Product image in the first frame to create a seamless carousel shopping experience
• Background music to quickly capture attention in-feed
• Subtle animations and dynamic backgrounds that enhance engagement without distracting from the product
• Clear and visible product details to support informed buying decisions
• Prominent display of discounts or sales to trigger interest and urgency
• Consistent and recognizable branding for a strong brand presence
• A clear call to action to guide users toward conversion

3. Placement Optimization
 A 9:16 ratio version of the video was designed specifically for Stories and Reels placements, creating a native user experience. Music was also added to help stop the scroll and capture attention instantly.

4. Test Setup
 A robust A/B test was structured with a 50/50 budget split between the Control (Image templates) and Test (Image + CPV templates) groups. Refurbed used  incremental attribution to assess true impact, focusing on two key metrics: iROAS and iConversion Rate.

The results of the test showed that CPV & Image templates outperformed Image templates on key metrics:

• 18% higher iROAS
• 44% higher iCVR
• 23% more incremental conversions
  

Crucially, these gains were achieved using the same budget across both groups, proving that the improvement came from creative performance, not media spend.

Impressed by the strong uplift in performance, refurbed has now integrated CPV into their BAU (Business As Usual) strategy. They continue to leverage CPV for key product categories and campaign moments, using the flexibility and automation of the tool to scale creative production without sacrificing quality or performance.