Silkes Weinkeller & Projecter

The ad: Transforming fine wine into winning ads 

A refined and effective Catalog Ad from Silkes Weinkeller’s fall campaign shows how good design and timing can make a real difference. Instead of simply showing products, this ad turned Silkes Weinkeller’s award-winning wines into part of the story. By using social proof, seasonal colors, and clear layout choices, the brand made its Catalog Ads feel more like crafted visuals than standard product feeds.

Using Meta’s Catalog Ads, they promoted wines based on type, price, and characteristics that helped them reach the people most likely to open a bottle. And it paid off with a campaign that looked great and performed even better.

Why it won Catalog Ad of the week

The reason this Catalog Ad won is that it delivered an impressive +71% ROAS, proof that the right mix of design, timing and product storytelling can translate directly into measurable performance.

Silkes Weinkeller employed a delicate balance of social proof, seasonality, and compositional design techniques to create truly eye-catching Catalog Ads.  

This proves that when product knowledge is combined with creative design, you get ads that not only look good but also sell.

What makes this Catalog Ad great

1. Build confidence through social proof 

Silkes Weinkeller knows it sells high-quality wine. They know this because many of their products have won awards and recognition. 

So they were smart to leverage that as a way to build trust, make their brand seem more reliable, and reassure people they’re buying good quality wine. 

They implement social proof by using the golden award badges that you’ll notice in the top right-hand corner of their ad visuals, which work to signal trust and increase the likelihood viewers will buy from them.

Award badges like these make people feel more confident by showing them they're buying from reputable experts. And this is especially important when they're not familiar with a brand or its products. 

Now, you might be sitting there, thinking that your products haven't won any awards. So, how are you supposed to use award badges on your Catalog Ads? 

The thing is, social proof isn't just about awards or industry recognition. 

Customer reviews, Trustpilot ratings, user testimonials, certifications, or even celebrity endorsements are all tools that you can leverage to promote your products without being salesy. 

Ultimately, social proof signals trustworthiness, and makes it more likely you'll land that next sale. 

2. Make every season your advantage  

If the ad's background showed a white sand beach and blue sunny sky, it wouldn't put you in the mood for a crisp glass of wine, would it? 

On the other hand, when you see the vines, the red-orange sunset, and the autumnal colors, you can almost imagine yourself opening the bottle on a cozy evening in October. 

Well, this brand's use of vineyard imagery in autumn was no accident. It was a well-thought-through choice that makes the entire visual, and the wine itself, seem that much more timely and relevant. 

Of course, you wouldn't use a background like this during the spring or summer.

But for a fall campaign, this imagery adds a subtle touch of relevance that ensures the products seem timely, relatable, and ultimately inviting around this time of year. 

Whether you’re running a fall campaign like this, a Black Friday or Christmas sale, or any other type of promotion throughout the year, you too can use seasonality to make your ad visuals look and feel more on-point. 

Advertisers can use Confect’s visual overlays to include relevant colors, backgrounds, text and visual elements, and create Catalog Ads that are aligned with any time of year, season, holiday, or theme. 

3. Add visual cues that keeps customers looking 

The overall layout and composition of their ads were on point, too! 

Each bottle of wine is the focal point of the ad. But then the rest of the information is arranged strategically for the eye. 

Silkes Weinkeller recognized that prices, discounts, and vintage were key pieces of information that potential customers would be seeking. 

But instead of laying it all out in a big, boring, eye-fatiguing block of text, they placed different bits of info into various blocks throughout the catalog ad. 

When they see information laid out this way, their eyes move naturally between each block, reading one piece of information at a time, without getting tired or losing interest.  

It might seem like a simple technique. But well-planned composition can work quite well at keeping people interested.  

Key Takeaways

Whether you're running always-on Catalog Ads, sales ads, or any other type of promotions, you can learn a thing or two from Silkes Weinkeller. 

Their Catalog Ad reminds us how the best-performing ads use tried-and-true techniques like social proof, relevance, and composition to captivate viewers and sell products. 

Here's a recap of why their Catalog Ad works so well: 

👉 Build confidence through social proof

Awards, recognition, reviews, ratings, testimonials, certifications, and other types of social proof can and should be used to signal trust to your audience. Remember that people might be seeing your Catalog Ads for the first time. And they may not be familiar with your brand or its products. Social proof helps to reassure them that they're dealing with a reputable seller. 

👉 Make every season your advantage

You wouldn't run ads featuring snow-capped mountains in the background when selling summer bathing suits. However, if you sell wine for enjoyment on a cozy evening, you would (and should) choose backgrounds that evokes feelings of warmth and coziness. That's precisely what Silkes Weinkeller did when selecting an autumn vineyard as the background for their ad. The best visuals make your products look and feel both timely and relevant. 

👉 Add visual cues that keeps customers looking

Imagine scrolling through Instagram and seeing a product you like. But all the info is compressed into a long, drawn-out block of text. You would likely forget that product, real quick. On the other hand, when you use composition to break up text into different blocks, you can naturally guide the viewer's eye, showing them everything they need to know, without them becoming tired or bored. 

Social proof, relevant imagery, and guiding your viewers' attention are simple ad tactics. But as Silkes Weinkeller shows us, they work! And when you use proven tactics like these, you can sell products easily, without being pushy about making your next sale.