10 Facebook ad examples worth copying

The ten Facebook ad examples I’d hand a paid social team this year are DSW, Heretic Parfum, Build-A-Bear, Chili’s, Polaris, Headspace, Vaseline, Tiger Beer, Mountain Dew Philippines and Dior.

Search for Facebook ad examples and you mostly get screenshots with no date and no sign the ad ever ran. Six of these come from Meta’s 2025 Agency Awards, which Meta wrote up in a sponsored Adweek feature in October 2025 with the actual creative attached; Dior comes from Meta’s own 2026 awards page, and three more won at Meta’s 2025 Reels Impact Awards in Southeast Asia. The numbers below are the ones each brand, its agency or Meta reported.

Video has eaten a lot of the feed. When Meta announced those Reels awards in November 2025, it said that “video now accounts for more than 60% of time spent on both Facebook and Instagram, with Reels alone making up around half of all time spent on Instagram” (Meta’s announcement via Media OutReach Newswire). Four of my ten still lean on statics, and they don’t look dated next to the video.

The ten at a glance

#	Brand	Format and placement	Year	The hook	Reported result
1	DSW	Static product collage, plus seasonal Reels	2025	“Take $17 off $59 with code LUCKYDAY” over a cloud of green shoes	45% more in-store purchases
2	Heretic Parfum	Vertical statics and video, Advantage+ shopping	2024	“A very fitting scent for a vampire.”	$5.2 million in sales, 7.51 ROAS
3	Build-A-Bear Workshop	Family UGC in 9:16, Reels only	2025	“This is the BEST rainy day activity for the WHOLE FAMILY”	14:1 return on retail investment
4	Chili’s	Creator videos as partnership ads, Feed, Stories and Reels	2024	A creator biting into the Big Smasher, “$10.99!? say less!”	15.2-point lift in ad recall
5	Polaris	Square static with instant-form lead ads	2024 to 2025	“Up to $3,000 off on select Trail sleds”	1,260% more leads
6	Headspace	460 AI-assisted statics and motion pieces	2025	One situation per asset: family sleep, a pause, quiet moments	62% higher conversion rate than control
7	Vaseline	Lab-test videos built on fan hacks, Reels	2025	A seal that marks which viral hacks work	136 million social views (Unilever)
8	Tiger Beer	Brand film cut from 60 to 6 seconds, Reels	2025	Singaporean pride, told from inside	Best Reels for Brand, Singapore
9	Mountain Dew Philippines	Comedy spot, Reels	2025	Eating staged as a wrestling bout	Best Reels for Brand, Philippines
10	Dior	Instagram livestream with Reminder and Lead Ads	2026	A runway show you can be pinged for	267% more reminder signups than targeted

Direct response that still looks like a brand

1. DSW, the “LUCKYDAY” static (2025)

DSW had a scoreboard problem. Its digital campaigns weren’t accounting for the revenue ads drove into stores, so in-store sales never showed up when the ads were judged. Tinuiti rebuilt the setup to read online and in-store sales together, ran “varied creative formats from product ads to seasonal Reels,” and checked the results with a month-long lift test and a 30% holdout.

The static above is one of those product ads. I like that the offer sits in a notes-app window, like a reminder someone typed for themselves, and LUCKYDAY is a code you remember without writing it down. In Meta’s write-up of the campaign, overall revenue rose 16%, ROAS 15% and in-store purchases 45%.

2. Heretic Parfum x Nosferatu, a scent with a film attached (2024)

Heretic is my favorite of the ten. The niche fragrance brand partnered with Focus Features on a limited-edition scent tied to Nosferatu in October 2024, and Milked Media ran it through a segmented Advantage+ shopping campaign with “static images, video, and black-and-white creative nods to the original Nosferatu film.”

The ad is two plasters on a neck in black and white with the line “A very fitting scent for a vampire,” and nothing about how the perfume smells. The movie had already set up the vampire world, so Heretic only needed a joke about it.

Over the following six months the brand reported $5.2 million in total sales (up 147% year over year, per Shopify), a 7.51 ROAS and 5,502 purchases at a $15.06 cost per acquisition.

3. Build-A-Bear Workshop, customer video in Reels only (2025)

The goal at Build-A-Bear was store visits, and proof that Reels could drive them. Thrive Digital worked with Cipio to collect user-generated video of real families building their stuffed animals, edited to Reels best practices: 9:16, sound on, and “mobile-first editing designed to hook viewers in the first three seconds.” It ran only in Facebook and Instagram Reels, so nothing else could take the credit, and a six-week geo-holdout compared 15% of US test markets with matched controls. Against those controls, the brand puts the return on retail investment at 14:1.

The caption shouts “BEST” and “WHOLE FAMILY” in capitals, which is how parents type in a group chat.

4. Chili’s, the Big Smasher through creators’ handles (2024)

Chili’s needed people to know about the Big Smasher, the burger in its $10.99 “3 For Me” meal, while fast-food prices were climbing. dentsu X bought three days of saturation across Facebook and Instagram feeds, Stories, Reels and in-stream video, then brought in food creators including @misohungrry and @sophiesophss, whose videos showed them eating in Chili’s restaurants. Those videos ran as partnership ads under both their handles and Chili’s.

One caption, “@chilis burger, fries and drink for $10.99!? say less!”, carries the whole offer, and of the ten this is the format I’d expect a small team to copy first, since the creators shoot it. In three days the campaign reached 46 million people, according to Chili’s, with a 15.2-point lift in ad recall from the creator content and a 9-point lift in intent to visit.

5. Polaris, “Gift the Outdoors” with instant forms (2024 to 2025)

For the 2024 to 2025 snowmobile season, Polaris brought in Ovative Group to modernize how it found buyers. They ran automotive model ads in the US and Canada and introduced Meta’s lead ads with instant forms “at scale,” mapped straight into Polaris’ CRM for closed-loop reporting.

The creative is about as plain as a holiday promotion gets. One sled, one rider, snow in the air and the number in heavy type. Normally I’d push back on something this generic, but the campaign it sat in also ran lead ads with instant forms, where nobody has to load a dealer site to say they’re interested (I’d keep that form short and drop any question sales won’t use). Leads grew 1,260% on 84% of the previous year’s spend, according to Meta’s write-up, with a 92% drop in cost per lead with the instant forms, and a 48% rise in qualified traffic from the model ads.

I go further into matching the asset to the form that follows it in our video for lead generation guide.

6. Headspace, one stress per asset (2025)

The holidays and the New Year are Headspace’s peak season, and the target was more sign-ups from it. Monks used its own AI tools to profile seasonal stressors by audience, then “used generative AI to produce 460 static and motion assets in less than two weeks.” Each asset answered one of 20 use cases, and Advantage+ matched the variations to people.

What I’d copy here is the brief. You can see it in the three carousel frames on Adweek’s page, which each pair one situation with one piece of the app (a family’s sleep with a podcast, permission to pause with a focus course, quiet moments with a self-compassion course). The write-up also admits the AI-made assets started with lower click-through rates during the learning phase, before iteration caught up. Against the control, Headspace’s conversion rate finished 62% higher, with 13% more sign-ups and a 13% lower cost per sign-up.

Brand work built for Reels

7. Vaseline Verified, the lab seal on fan hacks (2025)

People post Vaseline hacks constantly, some useful and some risky. Unilever’s scientists tested the viral ones in the lab, gave a #VaselineVerified seal to those that worked and debunked the rest. Ogilvy Singapore’s campaign won the Grand Prix in Health and Wellness at Cannes Lions in June 2025, and at Meta’s 2025 Reels Impact Awards it won every cross-border category, Best Reels for Brand and Best Reels for Performance among them.

In Unilever’s case video a scientist works at a lab bench under the caption “Scientists tested viral hacks in the lab,” and there is a wall of vertical creator clips, most of them stamped with a blue check. On a feed, a check mark already reads as “this one works”, so you know the verdict before the clip plays. It’s my favorite idea of the ten. Unilever says the campaign “sparked more than 136 million social views.” Campaign Asia’s Cannes report adds 63.3 million social interactions and 87% positive sentiment.

8. Tiger Beer, “Our Roar, Our Way” (2025)

Tiger Beer and the independent agency :Teeth made “Our Roar, Our Way” as part of a year built around SG60, Singapore’s 60th anniversary. Marketech APAC described it in March 2025 as a film that “challenges the stereotypical view of Singaporeans and instead embraces the quiet, confident strength that defines the nation,” directed by Salihin Ramli, with a soundtrack featuring the Singaporean rapper dani.kidd0. Meta later named it Best Reels for Brand in Singapore.

Gerald Yeo of Asia Pacific Breweries Singapore said the idea was to position Tiger “as an ally who gets you and the pressure you face as a Singaporean.”

The full minute is on Tiger’s YouTube channel, and sitting next to it are 30-, 15- and 6-second versions under the same title. If you’re planning a Reels buy, watch the six-second cut right after the full minute and see how much of the Singaporean feel survives.

9. Mountain Dew Philippines, “Tikman ang Advencha” (2025)

PepsiCo Philippines and BBDO Guerrero built “Tikman ang Advencha” around food trips, and the same Meta awards gave it the Philippine prize for Best Reels for Brand. The campaign ties Mountain Dew to Filipino food trips under the Foodvencha name, and it was still running in June 2026, when Mini Me Insights reported a Foodvencha can series made “part of the brand’s vibrant ‘Tikman ang Advencha’ campaign.”

The 31-second spot on Mountain Dew Philippines’ channel had passed 23 million views by November 2026. It stages eating as a wrestling bout, with wrestlers in headgear under green ring lights, a “Round 2?” caption and a “Dangerous. Do not attempt.” line in the corner. It’s loud, but you can follow it with the sound off, and a wrestler holds the bottle in frame.

10. Dior, a runway show you can set a reminder for (2026)

Dior’s Cruise 2027 show in Los Angeles was invitation-only. Code3 used Meta’s tools to “expand the audience with an Instagram livestream,” and Meta’s 2026 awards page explains how, with Moment Maker, Reminder Ads and Lead Ads. Reminder Ads let someone “tap once to get a notification the moment the show starts.” After the show, Lead Ads “gave interested viewers a simple way to provide their details and hear more.”

Dior’s own channel still has the stream from May 13, 2026.

The ask in the ad was one tap for a reminder, and I’d copy that setup, reminder first and form after, for a product drop or any live event. Meta reports that “267% more people signed up for a reminder than Dior had aimed for,” that each signup “cost 24% less than at previous Dior shows,” and lifts of 11 points in ad recall and 11.8 points in wanting to own Dior.

Meta’s current specs and safe zones

All from Meta’s own Ads Guide pages, checked on November 2, 2026. Meta changes them, so look again the day you export.

Placement	Ratio and resolution	Files and length	Text
Facebook Feed, image	4:5 at 1440 x 1800; minimum width 600 px	JPG or PNG, up to 30 MB	Primary text 50 to 150 characters, headline 27
Facebook Feed, video	4:5 at 1440 x 1800	MP4, MOV or GIF, up to 4 GB, 1 second to 241 minutes; captions and sound optional but recommended	Primary text 50 to 150 characters, headline 27
Instagram Reels	9:16 at 1440 x 2560	MP4 or MOV, up to 4 GB, 0 seconds to 15 minutes	Primary text 44 characters
Facebook Feed, carousel	1:1, at least 1080 x 1080; 2 to 10 cards	Images up to 30 MB, video up to 4 GB	Primary text 80, headline 20, description 18; landing page URL required

Sources: Meta Ads Guide pages for Facebook Feed image, Facebook Feed video, Instagram Reels video and Facebook Feed carousel.

The Reels safe zone is the one I see broken most. Meta’s guide says to consider “leaving at least 14% of the top, 35% of the bottom, and 6% on each side of your asset free from text,” logos and other key elements. Down there the price ends up under the caption and the buttons.

One more detail from the Feed video page. With the Awareness objective or certain performance goals, mobile Feed doesn’t show the ad footer with your headline, description and call-to-action button, so the video has to carry its own message.

Sound-off legibility and call-to-action placement are covered in converting Facebook videos for more reach, and our carousel ad examples go card by card.

What to test first when a strong ad starts to fatigue

None of the ten write-ups says how often to refresh, so the order below is mine, pieced together from what they did.

I’d change the hook before anything else. Headspace’s 20 use cases are 20 different reasons to stop scrolling, all on the same product and the same sign-up. Swap the first frame or the opening line and leave the offer, landing page and audience alone, or you won’t know what moved the number.

If a new hook doesn’t help, change who’s talking. Chili’s put the same burger and the same price in creators’ mouths and reported the recall lift from that creator content; Build-A-Bear got its footage from real families. When the brand-made version tires, a customer or creator saying the same thing is what I’d try next.

Heretic ran statics and video side by side, and DSW ran product ads next to seasonal Reels. So a static that has stopped working can come back as a short video of the same idea, or the other way around.

I leave the offer for last, because changing it costs the most and muddies every test that follows. Polaris’s biggest reported gain, the 92% drop in cost per lead, came from the form behind a plain holiday promotion.

With catalog formats I refresh the cover scene and keep the product set behind it, then check whether people browsed more. If you run a local service business, Growth4Trades has a list of Facebook ads best practices for trades whose last tip covers watching frequency and refreshing creative before fatigue sets in. For a testing calendar built from scratch, I’d start with our notes on ad creative testing and the wider set of social media ad examples.