Objective

MANGO wanted to scale video adoption across Meta platforms, with a specific focus on Reels, to stay competitive in a market increasingly dominated by video. However, they struggled prioritizing the production of different types of assets required to take full advantage of Meta’s algorithm-driven content delivery. This put their performance marketing goals at risk.

Solution

To overcome these barriers, MANGO partnered with Smartly–the AI Advertising Platform–to transform their static dynamic product ads (DPAs) into engaging Catalog Product Video (CPV) ads. This shift was essential to take advantage of Meta's AI-driven placements, which prioritize the most engaging format—often video—based on user behavior. By joining a customer acceleration program and collaborating with Smartly SparkWorks–an in-house team of creative technology experts–MANGO was able to produce high-quality video content without the traditional production lift.

The collaboration began with MANGO submitting a detailed creative brief outlining their catalog setup, existing DPA assets, and campaign goals. Smartly’s SparkWorks creative team then developed an AI-powered CPV Video Template, elevating the brand’s existing Image Templates, turning static product images into high-performing video creatives and uploading them directly to their product catalog. After a round of review and feedback, the final assets were approved and integrated directly into MANGO’s Advantage+ catalog campaigns.

Once launched, the campaign’s impact was immediate and measurable. In a conversion lift study MANGO run in the U.S., the campaigns that included Catalog Product Video in addition to the usual static ads drove a 65% increase in incremental purchases, a 39% reduction in cost per incremental purchase, and a 6.5x incremental return on ad spend when compared to running MANGO’s usual ads alone. These results not only validated the effectiveness of Smartly’s video solution but also made the business case for scaling CPV across all global markets.

Now, MANGO can efficiently repurpose creative materials into video content, significantly accelerating go-to-market timelines and unlocking new performance gains across Meta’s video-first ecosystem.

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