CUSTOM CREATIVES SOCIAL MEDIA DYNAMIC ADS
Recharging performance with custom creatives for enhanced social media dynamic product ads.
MEDIACUBE × FOOT LOCKER WORK
For Foot Locker, ecommerce performance is driven by a combination of data, media efficiency, product relevance and a strong brand experience.
As part of the broader Recharging E-commerce Marketing activation, MEDIACUBE was looking for opportunities to further improve the performance of Meta’s Dynamic Product Ads (DPA).
DPA (Dynamic Product Ads) campaigns already provide a powerful way to dynamically showcase relevant products to users based on their interests and behaviour. The opportunity was to go one step further: enhance the way these products were presented by introducing a more engaging and brand-focused creative experience.
The goal was simple:
Make DPA campaigns work harder, without compromising the flexibility and scalability that make dynamic advertising so effective.
THE APPROACH
MEDIACUBE introduced the use of Custom DPA Frames to enhance Foot Locker’s existing Dynamic Product Ads.
Instead of relying solely on the standard DPA format, MEDIACUBE introduced custom creative frames around the dynamically served product images. This meant that while the products shown in each ad continued to be selected dynamically based on user signals, they were presented within a branded creative environment designed specifically for Foot Locker.
This approach allowed Foot Locker to retain the personalisation and scalability of DPA, while giving each product ad a more engaging and recognisable brand presence in the feed.
FROM DYNAMIC PRODUCTS TO A STRONGER BRAND EXPERIENCE
In other words, the product remained dynamic, while the creative experience became more intentional.
The key value of the Custom DPA Frames was not simply making the ads look different.
It was about finding the right balance between personalisation for performance, while building awareness utilizing brand’s assets.
DPA campaigns are inherently performance-driven: they use product data and audience signals to deliver relevant products to the right users. Custom Frames added another layer to that equation, allowing Foot Locker to maintain a more cohesive brand presence across dynamically generated product ads.
This created a more engaging experience while preserving the core advantage of DPA: scale and personalization.
For MEDIACUBE, this was a clear example of how creative optimisation can become a performance lever when it is informed by data and integrated into the wider ecommerce strategy.
THE RESULTS
The results were immediate. Within the first month of implementation:
CTR ( more clicks generated from the same number of impressions )
Contribution of DPA campaigns to total Foot Locker revenue
CPC, resulting in more traffic at a lower cost
Website sessions from the same level of investment
The uplift demonstrated that the creative enhancement was not simply a branding exercise.
By improving the way products were presented within the DPA environment, the new approach helped drive stronger interaction with the ads while increasing the role of DPA campaigns in Foot Locker’s overall ecommerce performance.
WHY IT WORKED
The success of the activation came from bringing together two complementary strengths.
Dynamic Product Ads bring personalisation and scale.
Custom creative brings brand expression with an impact.
By connecting the two, MEDIACUBE created a more effective ecommerce advertising experience, one that retained the automation and flexibility of DPA while introducing a stronger creative and brand dimension.
Recharge your Ecommerce Marketing!