How the synergy between Meta graphics, strategic creatives and ad setup boosted sales in the middle of grill season
Should video on social media function as a full, standalone strategy, or should it be used as a supplement to the existing setup? Ahead of the grilling season, we chose, in collaboration with Slagter Lampe, to test the value of the visual format as a direct performance driver, specifically timed to the peak season for grilling sausages.
Compelling results across all KPIs
Revenue
ROAS
CTR
Clicks to web
Video views
Rather than letting the new video production replace the well-performing formats (stills), we chose a synergistic approach. The video effort was built directly on top of the existing mix as a strategic supplement. By merging the live format, the graphic ad design, and the Meta Ads execution, we broadened the creative mix and made it far more relevant to demand. The effect across the entire conversion funnel was significant.
When we evaluate the period (1 May – 30 June 2025) against the same period last year (YoY), it is clear that the collaboration between the creative team and the performance department has moved the bottom line considerably. The effort has delivered tremendous growth from initial awareness to the final sale.
The collaboration between the creative setup and Meta Ads
Videos from our shoot used for Meta Ads
Creative production from A to Z: Video and graphic ad design
To ensure a fully streamlined red thread and maximum performance, Searchmind's own creative team handled the entire production in close collaboration with the Meta specialists:
Targeted concept development and post-production:
In close collaboration with Slagter Lampe, we were responsible for the entire strategic and creative framework surrounding the video campaign. Drawing on the initial concepts and scripts, we managed the full post-production, graphic superstructure, as well as editing and format optimisation.
Although selected lifestyle images and raw footage were shot in collaboration with external partners, our focus was on transforming the material into ultra-scalable formats. By tailoring the graphics and editing the videos 100% to the platforms' requirements, we ensured that the formats perform optimally as Reels, Stories and in the classic feed.
Graphic design and creative treatment
In parallel, we produced, processed and graphically optimised all image-based material. We built ad templates and graphic overlays with a focus on Slagter Lampe's proud brand identity, so that the products and time-relevant messages were easy to decode amid a hectic scroll.
Conclusion: Video as the new performance engine
The Slagter Lampe case makes it abundantly clear that video is not merely a "nice-to-have" supplement to branding – it is a critical performance engine on Meta.
When you integrate professional video production and carefully crafted graphic ad design with a data-driven Meta setup, you can capture users' attention, build warm audiences and harvest conversions far more effectively. The results for Slagter Lampe show an 80% increase in the number of purchases, an improved ad efficiency of 127% ROAS and a complete doubling of revenue (+103%).
