Build a Proud Full-Funnel Facebook Ads Campaign
The digital advertising landscape is evolving rapidly, and businesses are increasingly relying on platforms like to drive meaningful results across the entire customer journey. The recent launch of Meta’s Edits, a standalone video-creation app designed to streamline Reels production, underscores the platform’s commitment to empowering creators and advertisers. Recent case studies from brands like Keebler, Diageo/Baileys, and Mew Mews demonstrate how strategic Facebook Ads placements, creative optimization, and inclusive messaging can significantly boost performance metrics—from brand awareness to purchase intent. These success stories underscore the effectiveness of full-funnel marketing, in which every stage of the customer journey is thoughtfully nurtured via customized Facebook Ads strategies.
I. The Power of Full-Funnel Marketing with Facebook Ads
Full-funnel marketing is a holistic approach that guides potential customers through three key stages: awareness, consideration, and conversion. Consideration involves nurturing interest and encouraging engagement, while conversion focuses on driving purchases or other desired actions. Facebook and Instagram ads excel in this framework by offering diverse ad formats, precise targeting options, and robust measurement tools.
One of the most compelling aspects of Facebook’s advertising ecosystem is their ability to serve different ad formats optimized for each funnel stage. For example, Reels and Stories are ideal for top-of-funnel awareness due to their immersive, full-screen experience. Feed ads work well for mid-funnel consideration, as they allow for longer messaging and direct engagement. At the bottom of the funnel, dynamic product ads and Messenger ads can drive conversions by retargeting warm leads with personalized offers.
Meta’s Advantage+ suite enhances FB Ads performance by using AI to automate budget allocation, audience targeting, and creative optimization. This guarantees that ads reach the appropriate audience at the optimal moment, enhancing efficiency and ROI. The following case studies illustrate how brands have successfully implemented these strategies to achieve measurable results.
II. Case Study 1: Keebler – Optimizing Creative for Reels to Boost Performance
Keebler, a leading confectionery brand under the Ferrero Group, sought to strengthen its video ad performance on Meta platforms. Historically, the brand had relied on traditional video ads, but it recognized the growing importance of Reels as a dominant content format. To test the impact of Reels-optimized creative, Keebler partnered with Meta Business Partner Shuttlerock to revamp its Facebook Ads strategy.
This involved reformatting the videos into a vertical 9:16 aspect ratio, ensuring key messaging remained within the "safe zone" for optimal visibility. The creative also incorporated attention-grabbing hooks within the first three seconds, featuring Keebler’s mascot, Ernie the Elf, and quick product transitions. Audio voiceovers and overlay text were used to reinforce the message, making the content both engaging and easy to understand.
To measure the effectiveness of this approach, Keebler conducted a multi-cell Brand Lift study comparing three ad variations: non-optimized videos, Reels-optimized videos, and a mix of both. The results were striking. The Reels-optimized creative alone drove a 16-point lift in ad recall, a 5.4-point lift in consideration, and a 4.1-point lift in purchase intent when combined with traditional assets. These metrics underscore the importance of tailoring Facebook Ads creative to specific placements, as Reels’ immersive format significantly enhanced audience engagement.
III. Case Study 2: Diageo/Baileys – Inclusive Ads for Message Affinity and Reach
Diageo’s Baileys brand embarked on a mission to make its advertising more inclusive, particularly for visually impaired audiences. The "Delicious Descriptions" campaign originated from a partnership with the Royal National Institute for Blind People (RNIB) and Lucy Edwards, a visually impaired content creator. The objective was to make sure that Baileys’ luxurious ad content could be accessed by all individuals, irrespective of their visual capabilities.
The campaign incorporated voiceovers, alt text, and detailed image descriptions to enhance accessibility. Lucy Edwards played a pivotal role by creating a Reel showcasing her experience with the ads, which added authenticity and relatability. The creative assets were designed to be "delicious enough to lick the screen," but with adaptations like sound-on calls-to-action and screen-reader-friendly descriptions.
Baileys ran these ads across Facebook and Instagram placements, including Feed, Stories, and Reels, while utilizing Meta’s Advantage+ budget feature to optimize spend in real time. The campaign reached over 12 million people and achieved a 2.5-point lift in message affinity, demonstrating that inclusivity not only broadens reach but also strengthens brand perception. This case study highlights how brands can align social responsibility with marketing goals to create impactful, resonant campaigns.
IV. Case Study 3: Mew Mews – Diversifying Creative for Lower Costs and Higher ROAS
Previously, Mew Mews relied heavily on static photo ads in its Advantage+ shopping campaigns. To test the potential of video content, Mew Mews conducted an A/B test comparing its usual photo ads against a mix of photos and Reels videos enhanced with Advantage+ creative tools.
Advantage+ creative enhancements, such as dynamic overlays and image expansions, were applied to automatically generate high-performing variations. The campaign targeted a broad audience across the US, Europe, and the Middle East, leveraging Advantage+ audience and placements to maximize reach.
The results were transformative: a 42% reduction in cost per purchase and a 40% higher return on ad spend (ROAS) compared to the photo-only campaign. This underscores the value of creative diversification, as video content—especially in Reels format—can drive higher engagement and conversion rates. Mew Mews’ success also illustrates how automation tools like Advantage+ can streamline Facebook Ads management while delivering superior outcomes.
V. Key Strategies for Full-Funnel Success with FB Ads
The case studies above reveal several critical strategies for maximizing FB Ads performance. First, creative optimization for specific placements (Reels, Stories, Feed) is essential. Each format has unique strengths, and tailoring content accordingly—such as using vertical videos for Reels—can significantly enhance engagement. Second, leveraging automation tools like Advantage+ audience and placements ensures efficient budget allocation and targeting. Finally, continuous testing through Brand Lift studies and A/B tests provides actionable insights for refining campaigns.
Brands should also consider inclusivity as a growth lever, as demonstrated by Baileys. Accessible ad content not only expands reach but also fosters deeper connections with diverse audiences. Additionally, diversifying creative formats—combining photos, videos, and interactive elements—can prevent ad fatigue and maintain audience interest over time.
VI. Practical Steps to Implement Full-Funnel Facebook Ads Campaigns
For businesses looking to replicate these successes, the first step is setting up product catalogs and shops on Meta platforms. This enables dynamic ads that automatically showcase relevant products to potential customers. Next, create audience-specific creatives—awareness-stage content should be broad and engaging, while conversion-focused Facebook Ads should include clear calls-to-action and personalized offers. Finally, utilize Meta’s automation tools, such as Advantage+ budget and placements, to optimize performance without manual intervention.
Conclusion
The journey from awareness to sales is complex, but Facebook Ads provide the tools to navigate it effectively. By learning from brands like Keebler, Diageo/Baileys, and Mew Mews, businesses can adopt data-driven strategies that resonate with audiences at every funnel stage. Whether through creative optimization, inclusive messaging, or automation, the key lies in experimentation and adaptation. For brands ready to elevate their digital advertising, these insights offer a roadmap to achieving measurable, full-funnel success.
