Performance Spotlight: Trends from Around the World

From Berlin to Taipei, advertisers are using Meta's AI-enabled tools to reach new customers, build brand love, and drive measurable results. Whether you're scaling creator content into ads, diversifying your creative to recruit top talent, or bridging online and in-store sales, these four stories show what's possible when businesses take advantage of AI-enabled performance.

Creator Content Helps Product Storytelling

Steve Madden wanted to move beyond standard product imagery and bring the authenticity of creator storytelling into its catalog campaigns. Working with January Digital, the footwear brand combined Partnership Ads with Advantage+ Catalog Ads, pairing creator-produced lifestyle content with AI-enabled product recommendations. The results spoke for themselves: a 76.8% lower cost per action, 4.3x more purchases, and 4.4x more revenue compared to catalog ads alone. For brands with large product catalogs, this approach unlocks a powerful formula: the trust of real creator voices, scaled across your entire range of products.

Diversified Creative Drives Employer Brand Lift

When German supermarket chain ALDI Nord set out to strengthen its employer brand and recruit for critical roles, the team leaned into creative diversification. Their multi-objective campaign paired authentic, platform-native video content showcasing employee benefits with direct-response recruitment ads optimized for conversions through Advantage+ Sales Campaigns. Running across Meta apps with Advantage+ Placements, the campaign reached more than 7.3 million potential applicants, delivering a 19.7-point lift in ad recall (2.2x the EMEA retail benchmark), a 7.8-point lift in favorability, and a 9-point lift in intent to apply.

Omnichannel Optimization Bridges Online and In-Store

For retailers with both physical stores and an e-commerce presence, the question isn't online or in-store, it's how to optimize sales for both at once. Taiwanese jewelry and accessories retailer Bonny & Read put this to the test after Meta's Opportunity Score recommended shifting from online-only purchase optimization to omnichannel ads that optimize for both online and in-store sales simultaneously. Rather than running separate campaigns for each channel, the brand consolidated into a single omnichannel campaign that enabled Meta's AI to find the customers most likely to convert, wherever they prefer to shop. The result: a 53% lower cost per purchase compared to its previous online-only approach, and a 2.2x higher return on ad spend.

Creators Power a Black Friday Membership Push

For Sam's Club Brazil, Black Friday wasn't just about one-time sales, it was about acquiring new members. Partnering with Winclap, the retail membership club ran an automated Advantage+ Sales Campaign featuring creator-produced video ads that brought the Sam's Club experience to life. The creator content, paired with Meta's AI optimization, drove standout results: 46% of all membership subscriptions during the campaign came from Meta ads, alongside a 31-point lift in ad recall, a 7.1-point lift in brand awareness, and a 4-point lift in purchase intent. For membership-driven businesses, this campaign is a blueprint for using creators to drive not just transactions, but lasting customer relationships.

These stories share a common thread: advertisers who combine AI-enabled ad solutions with authentic, diversified creative are seeing outsized results no matter the market, vertical, or objective. From catalog-driven commerce to employer branding to omnichannel retail, Meta's tools are helping businesses of all sizes turn performance into a competitive advantage.