WeRoad extends its catalog creative to video and cuts cost per add-to-cart 10%
WeRoad’s dynamic campaigns are optimized for add-to-cart. The team ran a three-week A/B test in Italy comparing catalog product video against their existing dynamic setup, on the same audiences and the same objective. CPV delivered 16% more add-to-carts at a 10% lower cost per add-to-cart. The campaign was then scaled to four times the budget and the efficiency held over the following 13 weeks. CPV is now part of the standard dynamic setup in every market.
The challenge
Video at catalog scale, across six markets
WeRoad's performance team wanted to run Catalog Product Video. Meta had just opened it up for dynamic product ads: show each person either an image or a video of the same trip, whichever is more likely to convert. For a brand selling adventure, video was an obvious fit.
WeRoad’s dynamic feeds carry over a thousand itineraries across six markets, with departure dates, availability and prices changing daily. CPV needs a video tied to each item in the feed, refreshed as the feed refreshes. That is an operational problem rather than a creative one: the team’s static catalog creative was already performing, and the question was how to carry the same system over to video at feed scale.
Team also wanted proof before rolling anything out. Travel bookings lag clicks by weeks, so "it looks better" was not enough. CPV had to beat the dynamic creative already running, on the same audiences, for the same goal, before it went anywhere near the other markets.
The solution
Extending the existing creative system to video
The starting point was what WeRoad already had. Hunch took the team's best-performing static destination creatives and animated them to spec, keeping the existing layout, destination image, name and price. The creative system WeRoad had already validated carried straight over to video.
Then every trip got a video, automatically. With on-demand rendering, each itinerary gets its video the moment it enters the feed, new departures included. When a trip sells out, its video goes with it. Nobody maintains a list.
CPV creatives went into the same ad sets as WeRoad's standard dynamic creatives, so Meta could pick an image or video per person. Both compete for same budget and same audience. Only thing that changed was the creative.
And then the test. WeRoad picked Italy, their home market, and ran a three-week A/B test: one campaign with CPV, one without, same audience, same goal, same budget. If CPV won there, it would go everywhere.
The results
Three-week test in Italy, then a staged rollout
Against the control, the CPV campaign delivered:
- +16% add-to-carts
- -10% cost per add-to-cart
With a consistent read from Italy, CPV went live in Germany, France, Spain and the UK, monitored per market against each one's own baseline.
Every item in your catalog can carry a video, and your top static creatives are the starting point. See Hunch in action and we will show you how CPV would run on your catalog.
Same destination creatives, now in motion
WeRoad's existing static destination creatives next to their CPV versions, rendered for every trip in the feed.
