How Charli & Prospa achieved a 313% increase in new customer purchases
January 27, 2026
Prospa Media is a marketing agency that helps eCommerce brands build full-funnel Catalog Ads on Meta. They work with brands like OG Kicks and Vanquish Fitness to drive new customer acquisitions, engagement, and sales. Not just by running ads. But by creating high-impact on-brand Catalog Ads that resonate with audiences.
They were recently approached by Charli, a UK-based fashion brand that specializes in high-end knitwear and stylish clothing.
Charli is great at creating polished outfits that people love. But, they had one big problem. They wanted to grow new customer acquisitions and drive stronger performance on their social channels.
They knew what they wanted to do. But they also knew their existing ads weren’t cutting it due to a lack of creative variation and contextual relevance, which is exactly why they approached Prospa in the first place.
Prospa helped turn their generic ads into high-performance customer acquisition machines that reached more potential shoppers, drove better engagement, better performance and overall stronger sales during Q4.
We recently caught up with Annie Wooton, Senior Paid Social Manager at Prospa Media, who explained how her team helped Charli achieve a 313% increase in new customer purchases.
Their results using Confect for their Catalog Ads
Thanks to Prospa’s work, Charli achieved 313% more new customer purchases, 760% more purchases from Story placements, 1,000% more add-to-cart conversions, 450% more impressions, and saw their engaged segments grow by 214%.
As if all that wasn’t impressive enough, they also obtained a -36% in cost per landing page, and a 10% increase in conversions, which ultimately drove higher ROAS across the board.
Prospa and Charli achieved exactly what they set out to do, proving that design improvements can have a big impact on performance, even during the most competitive time of the year.
Annie walked us through 4 tactics her team used to help Charli.
Let’s take a closer look at each of these tactics to find out exactly how Prospa and Charli implemented a full-funnel strategy for their Q4 campaign.
Design an array branded of top-funnel Catalog Ads to attract new customers
One of the most important goals Charli wanted to achieve was to attract new customers. One look at their existing catalog and Prospa knew the best way to do this was to create more impactful, visually appealing ads.
They immediately got to work designing a diversified series of top-funnel ads using different designs and formats they’d seen work well in the past.
This included a combination of user-generated content (UGC), hero product videos, and static ads featuring different messages and seasonal themes. The one thing all these new ads had in common, however, was that they were designed to increase product relevance and to be targeted at a broad audience.
The goal wasn’t to push sales, at least not yet. Instead, the idea was to lay the foundation for a multi-touch point funnel, and to allow Meta’s algorithm to better learn and segment the audience by reaching new potential customers who weren’t familiar with the brand.
Annie Wooton
Senior Paid Social Manager @ Prospa
Ultimately, Charli’s new ads helped drive better engagement, especially thanks to the new video ads and Story placements.
This was also part of the reason why they achieved a more than 300% increase in new customer purchases and a 1,000% increase in add-to-cart conversions.
Re-designing creatives throughout the funnel
Another problem was that Charli’s existing ads just weren’t driving conversions.
Sure, they were getting their products in front of potential customers. But the ads felt repetitive and impersonal. They also lacked creative variation and contextual relevance, which meant they were actually driving users to drop off like flies without converting.
Once Prospa noticed this, they used Confect to redesign the brand’s Catalog Ads from top to bottom of the full funnel. They used layered messaging, and included different design details like price badges, discounts, product categories, etc.
Annie’s team knew that not everyone seeing Charli’s ads would be at the same stage of the funnel. Some might already know the brand. They might be ready to buy. But others may only be hearing about Charli for the first time, which is why it was important to create different ads for each stage of the funnel.
Annie Wooton
Senior Paid Social Manager @ Prospa
This helped make Charli’s ads more relevant to both new and engaged users. It also made the ads feel more personal, which may not drive sales directly, but it definitely helps make them more tasteful and less off-putting to viewers.
After re-visiting their full funnel, Charli saw a 290% increase in revenue, 313% more new customer purchases, and their engaged segment grew by 214%.
Focusing on urgency-driven creatives to compete more aggressively
Charli also knew they were heading into Q4, which is often one of the most expensive and competitive times of the year for retailers.
Not only is it hard to connect with potential customers during this time, but ad costs also go up due to intense competition, making it challenging even just to break-even when selling discounted items.
Using default catalog ads simply wouldn’t cut it…
So, Prospa knew that to succeed, Charli’s ads would need to stand out. Otherwise, they risked being drowned out by the competition.
They also knew that during Q4, a lot of consumers pre-decide who they’ll be buying from when products go on sale. Which led them into thinking that the best way to convert interested prospects was to use urgency to gently nudge them into pulling the trigger on pre-loaded shopping carts.
For this, they used Confect’s dynamic fields to embed seasonal urgency and contextual relevance into the ads. This included messages like: "Order within X days for delivery before Christmas” and other limited-time offers, which are proven and effective ways to persuade people to buy now, before it’s too late.
The result here was that Charli saw a boost in conversions during a highly competitive period. It was also an easy way to modify and improve ad impact, without having to do all that much manual work to re-design the ads.
Enable Adaptive Placement to help scale full-funnel performance
Lastly, Charli’s remaining goal was to optimize and scale performance.
They were already running in-feed ads. But placements like Stories and Reels were being underutilized due to formatting issues.
Brands often run into this same problem when using square (1:1) ads in vertical placements like Stories and Reels. Because these placements are designed for vertical (9:16), full-screen viewing, square ads just don’t fit right. This often makes them look poorly cropped or misaligned.
To solve this issue, Prospa used Confect’s Adaptive Placement to auto-optimize Charli’s square ads for vertical placements. This meant no more poorly cropped ads, no more missing details, and ads that now looked like they were just meant to be.
Once the ads were visually optimized for 9:16 placements, Charli quickly saw a 760% increase in purchases from Story placements, as well as a 450% increase in impressions.
It was a smart and easy strategy to implement. And it helped Charli reach more customers than they ever would with in-feed ads alone.
Conclusion
Charli sells stylish, high-quality clothing. But when their Catalog Ads weren’t optimized properly, it weighed down their sales performance on Meta.
With Prospa’s help, they quickly turned this around and re-designed their ads across all stages of their funnel.
They created a diversified on-brand catalog of ads to leverage Meta’s algorithmic learning and audience segmentation. And then, they implemented other smart techniques like urgency and vertical formats to reach more potential customers, which drove better engagement and more sales.
Ultimately, by working with Prospa and using Confect, Charli managed to scale performance on Meta, which proves that even small design changes can leverage big performance gains, even when times are tough.