D.Franklin: dominating Black Friday with Renderoi Catalogue Ads.
CASE STUDY
During the Black Week and Cyber Week of 2025, D.Franklin ran its Meta campaigns alongside Renderoi, benchmarked against the native Shopify-Meta catalog as a control group. The Black Friday results: 6.2x more purchases and 28% lower cost per purchase. A campaign built on anticipation, creative testing at scale, and product-level video in Advantage+, culminating in the best Black Friday in the brand's history.
6.2X
More purchases on Black Friday compared to the control campaign.
44%
More purchases on Black Friday compared to the control campaign.
15,000+
Unique creatives generated and tested.
THE STORY
What started as a sunglasses brand in Elche in 2014 is today one of Europe's biggest urban fashion players. Founded by brothers Daniel and Enrique Esquitino, D.Franklin leveraged from the very beginning the tailwind of a Facebook Ads platform in full expansion: it wasn't just an advertising channel, it was a distribution machine capable of launching a brand without a physical store, without intermediaries, and without the years of brand-building that traditional retail required.
Today, with over 5,000 active SKUs and more than 1 million annual orders, D.Franklin continues to rely on social media as its primary acquisition engine to drive demand in new markets, especially during the year's major promotional moments. In 2025 alone, the brand has launched over 20 new footwear collections and more than 50 new eyewear models.
"We've always used seasonal demand spikes to multiply volume and spend […] Black Friday and Cyber Week are the most extreme example: over 40% of Q4's Meta budget is invested in just two weeks […] With that level of investment, activating inventory profitably is the baseline requirement for the model to work."
Daniel Esquitino, Founder, D.Franklin.
THE CHALLENGE
High dependency on single-product ads. Individual product ads require a minimum investment equivalent to 50x CAC per ad to determine relevance against a specific segment, on top of the subsequent challenge of scaling them profitably without sacrificing performance.
A contradiction between marketing and product strategy. The marketing team operates with individual ads while the inventory strategy bets on wide, deep collections. Two logics pulling in opposite directions.
The Meta bottleneck. D.Franklin has in-house photography teams capable of generating large volumes of assets. The problem isn't production: applying different creative concepts to each product across a 5,000-SKU catalog, in multiple formats and aspect ratios, is operationally impossible to do manually.
A native limitation of Shopify-Meta catalogs. With 50 active collections, D.Franklin is a heavy user of Meta's Advantage+ catalogs. But that solution has a ceiling: it only supports static images and does not allow creative testing. The catalog always shows the web product photo to every user, with no ability to test variants or personalize by segment.
THE DATA POINT
THE DATA POINT
THE DATA POINT
Meta's Advantage+ Catalog Video ads have been available since early 2024. However, only 1% of catalog campaigns include video creatives.
Earnings Meta, Q4 '24.
Meta's Advantage+ Catalog Video ads have been available since early 2024. However, only 1% of catalog campaigns include video creatives.
Earnings Meta, Q4 '24.
Meta's Advantage+ Catalog Video ads have been available since early 2024. However, only 1% of catalog campaigns include video creatives.
Earnings Meta, Q4 '24.
Ad sets in Meta with catalog product video had 20% more conversions per dollar.
Source: ML (GBDT) analysis of 1M+ ad sets with Advantage+ Catalog Ads.
Ad sets in Meta with catalog product video had 20% more conversions per dollar.
Source: ML (GBDT) analysis of 1M+ ad sets with Advantage+ Catalog Ads.
Ad sets in Meta with catalog product video had 20% more conversions per dollar.
Source: ML (GBDT) analysis of 1M+ ad sets with Advantage+ Catalog Ads.
FROM STRATEGY TO TACTICS
1: Early activation. D.Franklin launched campaigns three weeks before Black Friday with the goal of pre-training Meta's machine learning with real purchase signals, identifying the highest-performing creative concepts, and arriving at the peak with an already-optimized catalog and campaigns.
2: Creative concept validation. D.Franklin validated creative concepts in eyewear, its highest-margin line, before scaling them to footwear on November 24th and reusing them during Cyber Week. Keeping the same Renderoi catalog throughout the process preserved Meta's accumulated learning: performance improved week over week, from Black Month through the final day of Cyber Week.
"The key to our Black Friday performance was starting early and optimizing the machine in advance. We launched the Renderoi catalogs three weeks before Black Friday, validated the winning creative concepts at the product level, and arrived at Black Week with our homework done. From there, it was as simple as opening up the budgets."
Enrique Esquitino, Founder, D.Franklin.
3: Product-level video. Through Renderoi, D.Franklin generated up to 20 image variations and 20 video variations per product, allowing Meta to automatically serve the best-performing format for each user and placement, extracting full potential from Stories and Reels, two of the brand's primary placements.
4: Creativity at scale. During the campaign, D.Franklin activated more than 14,000 creatives, deployed across both Black Friday and Cyber Week, a volume impossible to replicate manually within that timeframe and at that scale in-house.
"Renderoi has given us a completely different way to display our catalog ads, far more visually compelling and distinctive compared to other brands, particularly by introducing video […] Video is one of the areas we need to keep strengthening, since video generation is slower than image generation. Renderoi is giving us a real edge by covering that side generating as many videos as we need across all our SKUs"
David Lopez, Social Media Manager, D.Franklin.
THE RESULTS
"We were blown away, the numbers were insane. We didn't expect it, because not even in other promotional moments, or the previous year during the same Black season, had we ever seen a catalog campaign perform the way our Renderoi campaign did. And this was the campaign with the highest investment in our entire account."
David Lopez, Social Media Manager, D.Franklin.
PRESENT AND FUTURE
In March alone, D.Franklin generated over 30,000 creatives through Renderoi. The current focus is on enabling more informed decision-making, automating creative optimization, and improving product selection for promotion.
30,000+
Unique creatives generated and tested in March
2.6x
Projected MoM spend growth on Rendero campaigns (March vs. April)
🚀
"The Renderoi catalogs are delivering great results, visible from day one of launch. Not only do they outperform our standard catalog campaigns, they're also far more scalable. On top of that, we're getting a huge amount of creative diversity, which helps us avoid fatiguing users with the typical catalog ad that says nothing." David Lopez, Social Media Manager, D.Franklin"
David Lopez, Social Media Manager, D.Franklin.
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Legal Information: Renderoi is a product developed and operated by GREEN VALLEY INNOVATIONS SL registered in Spain. VAT: B22680425 / +34656195997
Legal Information: Renderoi is a product developed and operated by GREEN VALLEY INNOVATIONS SL registered in Spain. VAT: B22680425 / +34656195997
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