YES

The ad: Clean layout for minimalist designer jewellery

This ad campaign showcasing the YES range is a great example of how minimalistic design can elevate elegant products like designer jewellery. Instead of cluttering the ad layout with numerous product photos and social proof, they keep the focus on their product and brand name. 

Their Facebook and Instagram ads show that sometimes all you need are your brand name, high-quality product, and a clear CTA. It’s direct and personal, key for when you’re selling high-ticket items like jewellery. 

Why it won Catalog Ad of the week

This Catalog Ad campaign received a yes from us because it generated a 34% increase in return on ad spend (ROAS). This type of increase is the result of knowing which elements to add. 

Clean backgrounds and contrasting colours instantly draw the focus, while the simplicity of the overall design signals sophistication. Just like the soon-to-be brides, their ads grab attention without having to make a lot of noise. It’s a lesson in how traditional marketing models and model shots still appeal to our senses and emotions. 

What makes this Catalog Ad great

Follows the AIDA structure

The ads’ layouts effectively stir attention, interest, desire, and action. Here’s how:

• The model’s dark clothing and shiny bracelet stand out against the white background to draw attention to the product. 
• The brand name in black is highly visible against the white background which helps to draw attention to the brand. Even if shoppers scroll by quickly without clicking through to the website, brand recognition is still built. 

• The headline, “A glow that will highlight your beauty”, is short, personal, and benefit-focused. It creates interest in the product as shoppers feel the jewellery was designed specifically for them. 
• The clean layout and model shots tie the product to sophistication, elegance, and confidence, qualities that align with the target audience’s ideal self. 

• The second part of the heading “See our wedding jewellery” ties in with the call-to-action button “Shop now”. Both are short, clear, and action-oriented, while the direct website link ( yes.pl) makes the next step frictionless. 

Models connect to shoppers’ emotion

Jewellery ads often use flat lay images. However, these often fall flat compared to the results that model shots can drive. 

According to our data about how models affect ad performance, featuring models wearing your products can improve performance by as much as 45% across all audiences compared to ads without any model shots. What’s more, if it’s a new jewellery collection, it can increase performance by as much as 150%!

In the case of the YES campaign, the ads become instantly noticeable, while the product becomes more relatable. Online shoppers link the models’ elegance and sophistication with the product. This makes the product more desirable and easier for shoppers to imagine themselves wearing that bracelet.    

Leans on similarity principle and self-congruency theory

While social proof is an effective element to include in ads, YES shows that there are other ways to gain approval. Instead of using influencer endorsement to communicate others’ approval, they lean into the similarity principle that states we’re more likely to be influenced by people who look similar. 

By keeping the models’ look natural and minimalistic, YES creates one-to-one connection between the model and customer. This personal bond makes it easier for customers to identify with the models.  The models’ styling (e.g. minimal makeup, plain black/white top, and natural poses) also makes them approachable. It creates a sense of luxury without the models becoming distant or unrelatable. This allows shoppers to see themselves wearing this jewellery on their wedding day or other special occasions.

These ads also use the self-congruency theory that suggests consumers are more attracted to brands and products that align with their own self-concept. While the pieces are positioned as wedding jewellery (“biżuteria ślubna”), they don’t use brides. This way, they can appeal to a broader group of women who see themselves as stylish, elegant, and understated, whether or not they have any wedding plans.

Key Takeaways

The YES campaign proves that Catalog Ads can be minimalistic and still stand out. By focusing more on using psychological principles than designing another creative element, they created ads that resonate.  

Here’s what stood out:

👉 Simple design reduces decision friction

Instead of bombarding their target audience with various products, they use one ad to showcase one piece. 

👉 Emotional cues and clear structure guide the use from attention to action

The phrase “wedding jewellery” instantly connects to an emotional milestone while the brand name creates further interest and trust. Then, a clear CTA directly under each frame encourages action. 

👉 Ad resonates with deeper human needs and identity

Instead of focusing on the product details, YES uses its copy to appeal to its target audience’s need to let their own inner beauty shine. 

👉 Using marketing psychology can dramatically boost Catalog Ad performance

These ads show if you can let your target audience imagine how elegant they’ll look when they wear your product, your ad can perform even without reviews and ratings. 

👉YES nailed the balance of creative clarity and strategic depth

YES uses minimal visuals that reinforce the copy that taps into our desire to feel beautiful and elegant. The result is an ad that feels simple and beautiful on the surface,  but captures attention, evokes desire, and offers a clear path to purchase.