The challenge
Showroomprivé runs on volume: daily flash sales across multiple markets means a catalog that turns over constantly and a creative team that can't hand-build assets for every offer, every country, every day.
Before working with ROI Hunter, the brand's Meta ads relied on generic, non-branded imagery pulled straight from product feeds — functional, but not built to stand out in a crowded flash-sale feed across France, Italy and Portugal.
The bigger question was whether the brand's best-performing ads could go further than a static image at all. Showroomprivé's top France ads were driving meaningful spend through standard Dynamic Product Ads, but none of them carried video — a format the team suspected could earn more attention and clicks, if it could be added without disrupting the ads' existing performance history.
THE SOLUTION
ROI Hunter's proof of concept ran in two sequential phases, each isolating a different creative lever so the impact of each could be measured cleanly.
Phase one deployed Template Editor (TEDI) across France, Italy and Portugal to replace generic product imagery with branded image templates. TEDI let Showroomprivé apply consistent, on-brand creative treatment across its entire catalog without needing a designer to touch each asset individually, giving every market the same polished look at scale. Within weeks, TEDI-built templates covered the large majority of the brand's Meta spend across all markets.
Phase two layered Creative Performance Video (CPV) — dynamic video creative — on top of France's highest-spend Dynamic Product Ads. The rollout upgraded seven already-live ads in place, adding video to existing ads rather than rebuilding them, so none of their accumulated delivery history or learning-phase optimization was reset.
Two net-new ads were also built specifically for CPV to test video from a cold start. Together, the nine ads gave Showroomprivé a direct read on what video ads when placed on top of proven, high-spend inventory.
Adoption ramped quickly and held: CPV coverage in France went from zero before launch to a stable band within the first week, settling at 54.8% of active France ads and 75.6% of France ad spend, concentrated deliberately on the highest-spend ads first. That 21-point gap between ad-count and spend adoption is itself a signal. It means there's still headroom to extend video to more of the catalog without adding budget.
To isolate CPV's effect, ROI Hunter compared a 26-day window before video went live against a matched 26-day window with CPV running, using the same core set of ads (plus the two net-new additions) and the same attribution model throughout, so the before/after comparison reflected the creative change and not a shift in measurement or targeting.
THE RESULTS
Adding video to Showroomprivé's top France ads moved every performance metric in the same direction:
- Link CTR climbed 45.6% on the exact same ads
- impressions on those ads still grew 33.7%, meaning the CTR gain came from better engagement, not just a smaller or more selective audience.
- Clicks rose 94.7%
- Purchases climbed 376.9%, translating into a 398.6% increase in purchase value and a 461% jump in Meta ROAS.
- Spend fell 11.2% and CPM dropped 33.6%, meaning CPV bought cheaper impressions and converted them better at the same time.
The two net-new ads built specifically for CPV posted the highest click-through rates in the entire set, confirming that launching fresh video creative carries no cold-start penalty versus upgrading ads with existing history.
The phase one TEDI rollout proved achieved 33.8% CTR uplift across France, Italy and Portugal, with Italy's CTR nearly doubling. TEDI-built templates now run on the large majority of Showroomprivé's Meta spend across every active market.
With CTR gains confirmed in every market and CPV's efficiency gains holding on France's top ads, Showroomprivé plans to widen video adoption to more of the France catalog and extend the TEDI and CPV playbook to Italy and Portugal as well.
