{"id":24959,"date":"2024-10-08T08:46:48","date_gmt":"2024-10-08T08:46:48","guid":{"rendered":"\/?p=24959"},"modified":"2026-03-29T22:16:45","modified_gmt":"2026-03-29T22:16:45","slug":"carve-designs-case-study","status":"publish","type":"post","link":"https:\/\/goodads.ai\/blog\/carve-designs-case-study","title":{"rendered":"Carve Designs Case Study"},"content":{"rendered":"
\n
\"Jennifer<\/div>
Jennifer Hinton and Thayer Sylvester \u2014 Co-founder’s of Carve Designs<\/em><\/figcaption><\/figure>\n

Jennifer Hinton and Thayer Sylvester love the outdoors.<\/p>\n

With Carve Designs they sought to create fashionable, functional clothing for active women. Women who care about the environment and value sustainability. Women who are bold and adventurous.<\/p>\n

Women like them.<\/p>\n

Founded in 2003, the brand which uses 95% recycled, upcycled, and sustainable materials, has grown from a small surf apparel company to an 8-figure beach lifestyle brand.<\/p>\n

\u200d<\/p>\n

\n
\"Megan<\/div>
Megan Porteous \u2014 VP of eCommerce at Carve Designs<\/em><\/figcaption><\/figure>\n

\u200d<\/p>\n

In 2022, Megan Porteous joined the brand as head of digital marketing, bringing with her an in-depth knowledge of advertising and a wealth of experience from her time with brands like Arc\u2019teryx, Oakley, and REEF.<\/p>\n

In her efforts to further scale Carve Designs\u2019 growth, Megan decided to explore\u00a0Socioh<\/a>\u00a0for the brand\u2019s dynamic ads.<\/p>\n

\n

The Problem<\/h2>\n

Carve Designs did not come to Socioh with a specific problem.<\/p>\n

The brand and its ads were performing well.<\/p>\n

But when they heard that Socioh\u2019s Branded Catalogs had skyrocketed the ROI of dynamic catalog ads for similar brands, they were intrigued.<\/p>\n

After a demo with Socioh, Carve Designs decided to take the plunge and give Socioh\u2019s\u00a0Branded Catalogs<\/a>\u00a0a try.<\/p>\n

\u200d<\/p>\n

\n
\n

The Branded Catalog is a context-rich product feed with advanced automation, mapping, and design functionality for dynamic ads (DPA, DABA).<\/p>\n

See how<\/a>\u00a0the Branded Catalog is successfully used by brands like Specialized Bikes, True Classic Tees, Ten Thousand, Ted Baker, Brumate, and more.<\/p>\n<\/div>\n<\/div>\n

\u200d<\/p>\n

Within the first 6 weeks, the brand saw a substantial improvement in the performance of their dynamic ads (DPA and DABA campaigns). Blended ROAS (Return On Ad Spend) improved by\u00a0 53.1%, while CAC (Customer Acquisition Cost) simultaneously decreased by 37.4%.<\/p>\n

Even more importantly, the brand was able to identify their best-performing creative which led to an\u00a0improvement in ROAS of 98.6%<\/strong>\u00a0with a corresponding\u00a0drop in CAC of 63%<\/strong>.<\/p>\n

\u200d<\/p>\n

\n
\"Carve<\/div>
Performance report of DPAs created via Socioh for apparel brand Carve Designs.<\/em><\/figcaption><\/figure>\n

\u200d<\/p>\n<\/div>\n

\n

The Journey<\/h2>\n

Like most brands, Carve Designs was using a standard product feed for their\u00a0dynamic catalog ads<\/a>. This feed automatically pulled the first image from their store and used it for the brand\u2019s dynamic ads (DPAs and DABA).<\/p>\n

But here\u2019s the problem with the standard product feed \u2014 the advertiser has virtually no control over the creative.<\/p>\n

\u200dThis is a massive lost opportunity in terms of messaging and brand recognition.<\/strong><\/p>\n

And while Meta does offer some options for catalog creatives like frames and stickers, these are extremely limited in terms of how much control you have over the style, messaging, and design.<\/p>\n

With Socioh\u2019s\u00a0Branded Catalogs<\/a>, though, Carve Designs was able to add relevant messaging, multiple images, on-brand design, and advanced automation directly onto their product feed \u2014 giving them unprecedented control over the look and feel of their catalog ads.<\/p>\n

I\u2019m going to take you over the various iterations we worked on together, the intention behind each iteration, and the results we saw.<\/p>\n<\/div>\n

\n

Pre-Socioh Catalog Ads<\/h2>\n

This is the standard catalog Carve Designs was using before they started with Socioh.<\/p>\n

\n
\"Carve<\/div>
Carve Design plain catalog ad<\/em><\/figcaption><\/figure>\n

Unfortunately, Meta doesn\u2019t fit vertical product images very well in its carousel format.<\/p>\n

The unattractive white space on either side of the image severely detracted from the visual impact of the brand\u2019s stunning lifestyle photographs. (Their other option was to crop their vertical images to fit the square dimensions of the carousel ads. Again, not an attractive look.)<\/p>\n<\/div>\n

\n

Iteration 1: 2-image template<\/h2>\n

Our first fix was to design a 2-image template that showed off the product from different angles and add the brand logo to help with brand recognition.<\/p>\n

\u200d<\/p>\n

\n
\"A<\/div>
Catalog ad by Carve Designs \u2014 designed via Socioh<\/em><\/figcaption><\/figure>\n

This simple change improved ROAS by 37% while CAC decreased by 53% (the performance of each template is compared to the pre-Socioh standard feed used by the brand).<\/p>\n

\u200d<\/p>\n

\n
\"Performance<\/div>
Performance report of 1st DPA created via Socioh for apparel brand Carve Designs.<\/em><\/figcaption><\/figure>\n

\u200d<\/p>\n<\/div>\n

\n

Iteration 2: Rotating Value Propositions<\/h2>\n

We were off to a good start, but Carve Designs is more than just another beach brand. It stands for certain values.<\/p>\n

And these values are important to its customers.<\/p>\n

What if we were to include these values or USPs in their ads?<\/p>\n

\u200d<\/p>\n

\n
\"A<\/div>
Catalog ad by Carve Designs \u2014 designed via Socioh<\/em><\/figcaption><\/figure>\n

Carve\u2019s design team worked with Socioh to implement a new 2-image template that \u2018rotates\u2019 through 3 selected value propositions – \u2018Sustainably Made\u2019, \u2018By Women, For Women\u2019, and \u2018Effortless, On-The-Go Styles\u2019.<\/p>\n

We also darkened the background color so the ads would stand out better in the light-colored Facebook feed, and increased the border to add definition to the 2 product shots.<\/p>\n

\u200d<\/p>\n

\n
\"Performance<\/div>
Performance report of 2nd DPA created via Socioh for apparel brand Carve Designs.<\/em><\/figcaption><\/figure>\n

\u200d<\/p>\n

This design saw an increase in ROAS of almost 100% and a drop in CAC of 63% when compared to the pre-Socioh standard feed used by the brand.<\/p>\n<\/div>\n

\n

Iteration 3: Customer Reviews<\/h2>\n

Carve Designs has a very loyal customer base and some extremely compelling customer reviews.<\/p>\n

Our 3rd design iteration for the brand mapped actual customer testimonials from their reviews platform (Yotpo) to each product in their catalog.<\/p>\n

\u200d<\/p>\n

\n
\"A<\/div>
Catalog ad by Carve Designs \u2014 designed via Socioh<\/em><\/figcaption><\/figure>\n

While this design still outperformed the pre-Socioh catalog, it was not as successful as the previous iteration.<\/p>\n

\u200d<\/p>\n

\n
\"Performance<\/div>
Performance report of 3rd DPA created via Socioh for apparel brand Carve Designs.<\/em><\/figcaption><\/figure>\n

\u200d<\/p>\n

For most brands, reviews perform well but, as the data shows, this wasn\u2019t the best template for Carve Designs.<\/p>\n

The probable reasons for this are:
\na) For apparel, fit is important. Being able to see an additional image in the 2-image template was a big selling point.
\nb) Carve Designs has beautiful lifestyle images. The visual impact of 2 images was far greater than that of 1 image with text.
\nc) People don\u2019t want to read. For products that claim specific benefits like skincare or vitamins, reviews are still very important, but for visual products like clothing, more product shots often beat customer testimonials.<\/p>\n

After this last design, iteration 2 (2-image with rotating values) emerged as the clear winner.<\/p>\n

We then moved all of Carve Design\u2019s existing dynamic ads to this catalog and the brand has seen\u00a0consistently improved performance in all catalog ads<\/strong>\u00a0for the past 3 months.<\/p>\n<\/div>\n

\n

What about the catalog learnings?<\/h2>\n

We were able to change designs and test variations without losing any campaign learnings by using Socioh\u2019s\u00a0Smart Switch<\/a>\u00a0feature.<\/p>\n

One of the biggest challenges with dynamic ads is that any edits to running ads can send your campaigns back into the learning phase.<\/p>\n

With the Smart Switch, however, you can schedule any design\/messaging change to your dynamic ads, without losing campaign optimizations!<\/p>\n

So you can change your dynamic ad creative any time you want to promote a sale, combat creative fatigue, test messaging, highlight seasonal products, assess new designs, and much more.
\n\u200d<\/p>\n

\n
\"A<\/div>
A smart marketing loop for Brumate \u2014 created via Socioh<\/em><\/figcaption><\/figure>\n

Learn more about\u00a0how the Smart Switch works<\/a>.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Jennifer Hinton and Thayer Sylvester \u2014 Co-founder’s of Carve Designs Jennifer Hinton and Thayer Sylvester love the outdoors. With Carve Designs they sought to create fashionable, functional clothing for active women. Women who care about the environment and value sustainability. Women who are bold and adventurous. Women like them. Founded in 2003, the brand which […]<\/p>\n","protected":false},"author":12,"featured_media":24961,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_goodads_case_study_template":"","footnotes":""},"categories":[6],"tags":[],"class_list":["post-24959","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies"],"_links":{"self":[{"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/posts\/24959","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/comments?post=24959"}],"version-history":[{"count":1,"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/posts\/24959\/revisions"}],"predecessor-version":[{"id":28905,"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/posts\/24959\/revisions\/28905"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/media\/24961"}],"wp:attachment":[{"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/media?parent=24959"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/categories?post=24959"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/tags?post=24959"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}