Creating consistent Summer Sale creatives across 4,000+ products

As Paolo Botticelli prepared its Summer Sale campaign, the brand needed more flexibility than standard catalog ads could provide. The existing product images worked well for the online store, but they offered limited space for discounts, promotional messaging, and campaign-specific branding.

The challenge

Standard catalog ads offered limited creative control

The same product images used on the website were also used in Meta catalog ads. While suitable for product pages, they did not clearly communicate the Summer Sale campaign or give different product groups a distinct promotional look.

Campaign variations needed a more flexible setup

Paolo Botticelli wanted to use different layouts, discount treatments, and visual concepts across selected collections while keeping product names, prices, and sale information accurate.

The solution

Reusable dynamic templates

Using Flow, the brand could start with a ready-made template or create a custom layout in the editor.

The selected templates automatically used product images, names, prices, discounts, and other catalog fields, making it possible to apply campaign designs across relevant products and collections.

Separate advertising visuals

Flow created dedicated catalog ad visuals without replacing the original product images on the website.

This allowed Paolo Botticelli to use promotional backgrounds, discount labels, campaign messaging, and brand elements specifically for its Meta advertising.

The result

More flexible Summer Sale creatives

The brand could prepare multiple visual approaches for the campaign and apply them to different product groups without changing the ecommerce catalog.

Product information remained connected to the catalog, while the advertising visuals reflected the Summer Sale identity more clearly.

Long-term impact

The same templates and collections can be reused for future promotions, seasonal campaigns, and new product launches, creating a more flexible workflow for Meta catalog advertising.