Facebook Ads "Fail"? Castlery Proves Creator-Led Reels Cut Costs by 78% & Boost ROI 4X!
In today’s competitive e-commerce landscape, brands are constantly seeking innovative ways to reduce advertising costs while maximizing sales. Castlery, a Singapore-based furniture design brand, has set a remarkable benchmark by achieving a 78% lower cost per purchase through its collaboration with Meta’s Partnership Ads. This success story comes at a time when Meta is doubling down on creator-led marketing and automated ad solutions, as highlighted in their recent Conversations 2025 announcements. With new tools like Business AI and enhanced messaging integrations, Meta is empowering brands to deliver authentic, high-performing Facebook Ads. Castlery’s strategic shift from traditional FB Ads to creator-driven Reels not only slashed costs but also quadrupled return on ad spend (ROI). This case study explores how Castlery leveraged Meta’s ecosystem to transform its digital marketing strategy—and what other brands can learn from it.
I. The Strategic Shift: Facebook Ads
Castlery’s journey began with a critical challenge: reducing customer acquisition costs without compromising sales growth. The brand turned to Meta Partnership Ads, a solution that enables advertisers to collaborate with creators for authentic storytelling. Unlike conventional FB Ads, Partnership Ads are distributed through both the brand’s and the creator’s handles, exponentially expanding reach while maintaining credibility. Castlery’s choice of creator-led Reels was deliberate; user-generated content (UGC) resonates deeply with audiences, as it showcases products in real-life settings. To streamline execution, Castlery enrolled in Meta’s Performance Accelerator program, which provided tailored support, including access to Kobe, a Meta Business Partner specializing in influencer marketing. The program’s automated tools, such as Advantage+ placements, ensured Facebook Ads were delivered to the most cost-effective channels without manual intervention. This fusion of human creativity and machine-driven optimization became the cornerstone of Castlery’s success.
II. Campaign Execution and Methodology
The campaign’s success hinged on meticulous planning and testing. Castlery partnered with Kobe to identify two diverse creators whose aesthetics aligned with the brand’s modern, affordable furniture line. These creators produced Reels featuring Castlery’s products in home settings, emphasizing functionality and style. To measure impact, Castlery ran an A/B test: one cell combined its usual FB Ads with creator-led Partnership Ads, while the other used only traditional ads. Both campaigns targeted a custom audience of users aged 25–54, a demographic most likely to invest in home furnishings. Meta’s Advantage+ placements dynamically allocated budgets across Facebook and Instagram, prioritizing high-performing ad slots in real time. The “Shop Now” call-to-action directed users to Castlery’s website, where conversions were tracked. This data-driven approach allowed Castlery to validate the superiority of Partnership Ads—not just anecdotally, but through hard metrics.
III.Results and Performance Metrics
The results were staggering. Over a three-week test period, Castlery’s Partnership Ads achieved a 78% lower cost per purchase compared to traditional campaigns. The cost per add-to-cart dropped by 47%, indicating stronger intent among viewers. Most impressively, the campaign generated a 4X higher ROI, proving that creator collaborations can be both scalable and profitable. These outcomes align with Meta’s broader findings from Conversations 2025, where AI-driven ad optimizations and creator partnerships were shown to enhance performance. For Castlery, the campaign didn’t just cut costs—it also strengthened brand affinity, as creators lent authenticity that polished corporate Facebook Ads often lack.
IV. Key Takeaways for Marketers
Castlery’s success offers actionable insights for brands exploring Meta’s ad solutions. First, creator authenticity is irreplaceable. Audiences trust peer recommendations over branded content, making Partnership Ads a powerful tool for conversion.
Topkee’s expertise in Facebook Advertising provides actionable insights for brands aiming to optimize their Meta ad performance. First, precision in audience targeting is foundational. Leveraging its proprietary TAG technology, Topkee enables brands to collect and analyze user behavior data across platforms, creating segmented audience lists for hyper-targeted ad delivery. This ensures creative content resonates with specific user groups—such as past interactors or high-intent audiences—maximizing engagement and reducing wasted impressions.
Second, automation and data analysis are critical for scalability. Topkee’s TTO marketing tools streamline cross-platform audience data management, allowing synchronized campaigns across Facebook, Instagram, Messenger, and WhatsApp. Features like the AG return module automate event tracking and ROI attribution, while call tracking ties conversions directly to ad spend. This multi-channel approach not only improves operational efficiency but also amplifies reach for diverse goals—from brand awareness to sales performance.
Third, dynamic creative optimization is non-negotiable. Topkee addresses creative fatigue through systematic content refreshes, guided by real-time performance metrics from its TM tracking module. By segmenting audiences (e.g., transaction history or interaction data) and tailoring creatives accordingly, brands sustain ad freshness and click-through rates. The TTO creative process further accelerates iterations, enabling rapid testing of Facebook Ads, micro-videos, or augmented reality formats to identify top performers.
Finally, remarketing and similar-audience expansion unlock higher conversions. Topkee’s TAG-driven strategies prioritize retargeting high-potential users, reducing customer acquisition costs by 5–8x compared to new prospecting. Simultaneously, its similar-audience tool leverages existing customer data to scale reach efficiently. Combined with TTO’s topic management for crafting compelling ad narratives (e.g., limited-time offers or product highlights), these tactics ensure budgets are allocated to the highest-impact audiences.
As Meta’s ad ecosystem evolves—with formats like instant experiences or message ads—Topkee’s integrated approach positions brands to adapt swiftly. By embedding precision, automation, and agility into every campaign layer, marketers can transform Facebook Ads into a predictable revenue channel.
Conclusion
Castlery’s 78% reduction in cost per purchase demonstrates the transformative potential of Facebook Ads when combined with strategic creator partnerships and smart automation. For e-commerce brands, this case study underscores the importance of adapting to evolving ad formats, particularly as Meta rolls out advancements like value optimization and cross-platform messaging integrations. Whether you’re a startup or an established retailer, the lesson is clear: leveraging creators and Meta’s AI-driven tools can unlock unprecedented efficiency. Ready to explore these solutions for your brand? Consult a digital marketing expert to tailor these strategies to your goals.
