GANT is a premium legacy brand with roots dating back to 1949, when their very first shirt was crafted. Over the decades, the brand has evolved into a global lifestyle icon — expanding into categories like footwear while maintaining its reputation for quality, craftsmanship, and timeless style. That same dedication to excellence extends to their digital experience, where consistency, innovation, and brand alignment are key. So when the opportunity arose to elevate their dynamic product advertising with 3D-generated videos, the decision to explore it was natural.
Setting the scene
Dynamic Product Ads (DPA) in Meta have long allowed advertisers to serve personalized creatives at scale. And yet, most brands still rely on static product images — despite the format’s support for video content.
Why? Because producing product videos at scale has historically been too expensive, too time-consuming, or too complex. With a full footwear collection in 3D, season after season, since 2022 — GANT had a unique opportunity to, as probably the first brand in the world, scale Catalog Product Video (fka PLV) in Meta’s Dynamic Product Ads.
The test
Said and done. 196 SKUs and 392 videos later, GANT went live with a split test in Germany, Sweden and the United Kingdom. In each market, they tested Meta’s DPA format using still product images vs. product videos — rendered in 1:1 and 9:16 with their choice of animation template and their own brand background. No other changes were made. The goal: measure real performance differences across key KPIs like CTR, CPC, and CoS.
“Video is a powerful format on social media, and Dynamic Product Ads are one of our most important commercial channels. Combining the two felt like a natural next step for driving engagement and performance,” says André Lago, Global E-commerce Director at GANT.
The result
When GANT introduced product videos into Meta’s Dynamic Product Ads — and directly compared them to static images of the same products — the performance difference was clear.
- A 30.27% higher Click-Through Rate (CTR)
- A 13.79% higher Return on Ad Spend (ROAS)
André commented the results:
“We were happy to see the significant impact the videos had on performance. The uplift in click-through rate demonstrates how effective video is at capturing users’ attention. When combined with the product relevance of dynamic ads, it becomes an powerful commercial format,” comments André.
The takeaway
GANT’s test proves that scaling new ad formats doesn’t have to mean more time, cost, or complexity. By leveraging 3D models they already had, they were able to activate high-performing product videos in Meta’s Dynamic Product Ads—quickly, efficiently, and with impressive results.
This wasn’t about reinventing their creative process. It was about making smarter use of assets they already owned to test something new, fast. And it worked.
“The process was seamless. Since all of our footwear was already available in 3D on our site, the only step was selecting an animation style that aligned with our brand. We have a distinct visual identity for our product imagery, which translated well into the 3D videos,” says André.
3D isn’t just for product detail pages. It’s a performance lever for marketing too—ready to be pulled when the right opportunity presents itself. Just like GANT did.
