8 Great Examples Of Ecommerce Facebook Ads

Last updated February 22, 2019

We’ve all done it — clicked on a Facebook ad or video, barely aware of what we are doing. It seems we are all drawn in by Facebook content as we scroll through our newsfeeds at night. Before we know it, we’re fully immersed in a video, getting worked up over a cause with like-minded individuals, chucking in our card details for a free sample, or having an intimate late night chat with a bot.

Facebook has an incredible global reach, and that’s why Facebook advertising is an ecommerce must-have. Facebook has an absolutely huge captive audience, and leveraged years and years of user data for advertising purposes. Facebook allows advertisers to get very granular with their targeting, and the ROI on good Facebook campaigns can be pretty impressive. Whether you’re operating on an enterprise or small scale level, it’s almost too easy to reach out for the Facebook advertising option. Just one little boost to see what happens next…

For ecommerce brands, Facebook ads can be successfully harnessed in a number of ways. The traditional boundaries between ‘ad’ and content are increasingly blurred. Ads can be funny videos raising product awareness, thoughtful content, or targeted campaigns driving traffic to offers and sales pages. Here are eight examples to help inspire you.

Dollar Shave Club — jump on a topical issue

Dollar Shave Club is an industry disruptor. They came out of the blue with their epic video “Our Blades Are F****ing Great” in 2012, making a splash in the razor and shaving industry.

Instead of going out and wasting money of subpar razors, DSC encourages people to sign up for a low cost subscription box of quality razors to ensure they never run out again. Their cheeky and up-to-date brand voice has been central to their marketing from day one, and they’ve got a huge amount of positives press because of it

One of their latest Facebook ads is a masterclass in how to be disruptive and on-brand:


Here, they are specifically targeting women (historically a smaller customer group for DSC). Their funny opener “Don’t overpay for pink” pays lip service to the media storms that have been brewing over women having to pay more for pink products that have been branded as female. DSC are weighing in on a topical issue in a funny way, encouraging women to ditch the pink razors and try the “Club” (a great use of language that plays on exclusivity and hidden agendas).

This ad has a great value proposition: the initial cost and commitment is so low — just one dollar! Nothing costs a dollar these days! It’s just such a no-brainer when flimsy female razors costing up to 25 dollars in most stores.

The image used in the ad is key — it’s intimate, but not salacious or alienating.

Lessons for your campaigns:

  1. Use Facebook ads to target a new demographic or customer group — take advantage of Facebook’s targeting tool and get yourself in front of a new group of people with a great ad
  2. Weigh in on topical issues to encourage debate and conversations
  3. Don’t be afraid to be bold and different with your brand voice — it 100% pays off to be different online.

The North Face — inspiring contentimage7

The North Face are a world renowned outdoor and sports brand, and their attitude to advertising is typically low key and slick.

Instead of sharing pictures of product features or benefits, they are creating a whole ethereal world around their latest jacket release. Teaming up with singer Maggie Rogers, known for her folksy and earthy songs, they promote an exclusive song inspired by the great outdoors. The associations of nature, inspiration, and creativity are perfect for this classy brand.

The mention of their new product, Ventrix, is subtle. The focus is all on the song and the content; the brand is merely lifted up by association.

Lessons for your campaigns:

  1. Team up with an artist or musician and create content that will inspire, as well as sell
  2. Think carefully about what you’d like to be associated with
  3. Don’t ruin an artistic piece of work by being too promotional — being low key is more in keeping with your message.


Simba — the video journal

Simba have been everywhere of late — their trademark mattress and generous 100 night guarantee are making them popular in today’s sleep-obsessed world. Their Facebook ad campaign is not so much about the copy, or the brand — it’s more focused on a very natural form of video storytelling.

The Facebook ad takes the user on a journey with another happy customer — testing out the mattress to see whether it’s worth the hype. This vlog is a content format that people find easy to watch, and it emulates a lot of the online content that people are already consuming.

Lessons for your campaigns:

  1. An engaging vlog may be a better medium than standard ad copy, as it takes the user on a journey and emulates already popular content
  2. Video is an engaging and emotive medium, and you don’t need to have a huge video production team to make it work.


The starter store — the funny video

This ecommerce campaign is not riding on the strength of a global brand, but instead takes full advantage of the fact that babies and talking animals are funny. The cute video has been shared over thousands of times! Note the use of captions and emojis — this video clip is all about getting a reaction out of you (and it’s worked).

It would be interesting to know how many sales this has actually resulted in, and how the original video came about.

Within the closed Facebook ecosystem, largely unknown brands can have a huge impact and reach a lot of people with the right sort of content.

Lessons for your campaigns:

  1. Make a splash as an unknown brand with content that’s guaranteed to engage
  2. Everyone loves babies and animals — can they be used as part of your content strategy? Remember, smart marketing is about making the most of what’s already popular
  3. Here is a workflow of how to optimize Facebook ad campaigns before, during, and after launching them. Continuous improvements are key to Facebook advertising success, as you can’t just rely on random flukes to carry you through. Keep tying it all back to ROI through the use of analytics.


Moo — the testimonial ad

Sometimes the best advertisements for your brand are simply the things your customers are already saying — and not what your marketing department wants to say., who sell business cards known for their distinctive shape, decided to put one of their happy customers’ at the forefront of their recent campaign.

Adam and Merri’s calm and measured statement “business cards are a small but powerful way of showcasing that”, keep the ad’s tone very down to earth and non-salesy.  Coupled with the beautiful background, the ad’s overall tone is muted and measured rather than ‘in your face’. This ad is all about good taste and quality — letting the testimonial do the talking.

Lessons for your campaigns:

  1. A testimonial ad is a great way to let your future customers picture themselves with your product
  2. Sometimes subtle and muted can be a good way to go
  3. Think about how your customers are going to reflect back on you. A branding agency endorsing a business card company is a powerful recommendation.


Penguin Books — the seasonal quote

This Nathaniel Hawthorne quote is the perfect opener for Penguin’s umbrella ad. Evocative, beautiful, seasonal: the two autumnal emojis finish off the quote perfectly. After opening with that, Penguin have got us well and truly hooked — we are all waiting to hear what came next….

Then comes the sales copy — with a straightforward promise of a 30% discount. And because it’s Penguin, the umbrellas look suitably seasonal, and they’re called ‘brollies’ — we don’t really mind.

The whole ad experience is simple, coherent, and a masterclass in creating a bridge between the wider context of the world and your product.

Lessons for your campaigns:

  1. Everyone loves a quote, but avoid any that have been overused. Something obscure works best
  2. Seasonal content is always well-loved and you don’t have to always fight hard to find the relevancy hook
  3. Coherence is key. Bring the copy, visuals, and the ad together
  4. Being whimsical works for some brands.


CHANEL — the free sample ad

Everyone loves something for free…so why not raise brand or product awareness by sending out some free samples? It’s a strategy that’s worked very well for many brands — here being used by Chanel to promote their new perfume Gabrielle.

A sample ad doesn’t have to be too fancy or complicated: in fact, clarity is best. Just display the product and the call to action prominently enough, and wait for the orders to roll in.

This is a perfect strategy for new brands looking to build a loyal customer base.

Lessons for your campaigns:

  1. Make the sign up process as quick and easy as possible — Chanel’s is literally just a few clicks and you’re done. Don’t make it hard for the customer to sign up
  2. Prestigious brands like Chanel already have people’s trust — you might need to work a little harder to convince people it’s not all an elaborate scam
  3. Completely for free is better than free + delivery fees — but consumers may forgive you for that if they want it bad enough.


Go Sober UK — the nonprofit ad

Nonprofits looking to make sales or get more donations online should embrace the power of a great Facebook ad. Catching people when they are scrolling through Facebook is the perfect opportunity to galvanize people into action and get them to do something good.

Macmillan UK have taken the “Go Sober” movement and jumped on it in order to get people to fundraise on their behalf in October. Very simple, easy to understand, and with striking visuals — this is going to stand out in people’s newsfeeds.

Lessons for your campaigns:

  1. Jump on an awareness day or movement to capitalize on buzz and PR
  2. Get people to do good using the power of a great Facebook ad.

How to run winning Facebook ads by following ecommerce examples

Good Facebook ads are relatively simple. On-brand and timely, they make the most of content formats and themes that are already popular with people. Test out different formats, explore what’s worked for you, and keep refining your ad strategy based on conversion tracking.

At the end of the day, you’re running ads to drive traffic and make sales, so you need to make sure your entire sales funnel is at its best.


Gareth has worked in digital for almost a decade as a technical SEO, recently setting up his own content agency, Seeker, that focuses on outreach. He is a passionate advocate of community-led content and SEO synergy.

giles thomas


Giles Thomas is the founder of AcquireConvert, the conversion rate optimization blog that teaches ecommerce stores how to increase conversion rates and profits. He is the Founder of Berlin based ecommerce growth agency Whole Design Studios, a head mentor at the Google Launchpad Accelerator and a member of the Google Experts program.


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