Strengthening Meta Performance With a More Diverse Creative Mix

Key Outcomes

A broader mix of co-branded creative formats helped national CPG brands increase engagement and improve cost efficiency on Meta.

Increased CTR by 19% on campaigns with greater creative diversity

Improved CPM by 11% on campaigns with a broader creative mix

Strengthened creative recommendations for future national CPG brand awareness campaigns

Challenge

Goodway Group and Publix wanted to understand whether greater creative variety could strengthen Meta brand awareness campaigns for national CPG brands.

The teams evaluated whether using a broader mix of co-branded creative formats could increase engagement while improving campaign efficiency.

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Strategy

Goodway compared national CPG brand awareness campaigns across two levels of creative diversity.

Campaigns with low creative diversity used a single ad format. Campaigns with high creative diversity used a broader mix of formats including static images and video units.

The teams then evaluated performance across engagement and efficiency metrics to understand how the creative mix influenced campaign outcomes.

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Results

Campaigns with greater creative diversity delivered measurable gains in both engagement and cost efficiency.

CTR increased by 19%, while CPM improved by 11% on campaigns that used a broader mix of creative formats.

The findings give Goodway Group and Publix a stronger basis for recommending creative variety to national CPG brands planning Meta awareness campaigns.

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