/Work / Iceland
Increasing Icelands click through rate by 93% in 3 months...
Content Production
The situation
Iceland already had Meta ads that were performing.
But “performing” wasn’t the goal, improving performance was.
Their internal team was stretched, managing high volumes of work, and didn’t have the time or specialist capability to consistently turn static ads into motion-based creative.
They had winning assets.
They needed a way to scale and enhance them.
Since launching with Collective, our CTR has increased by 93%, a clear testament to the impact of their creative approach and execution.
Faye Mclellan
Paid Media Manager
- Project Name
- Iceland Paid Ads Conversion
- Year
- 2026
- Service
- Content Production
- Client
- Iceland
The goal
- Increase brand awareness and engagement.
- Drive more traffic to the Iceland Foods website.
- Increase sales and conversions through social media ads.
- Create a consistent brand identity across all social media platforms.
- Test and optimize video ads for maximum performance.
The challenge: to create high-quality videos that would stand out in a crowded social media feed.
The process
We approached this as a system, not just a creative task.
First, we identified high-performing static ads worth developing further.
Then we built a workflow that allowed us to:
Convert layered Photoshop files into After Effects compositions
Animate static ads into motion quickly and consistently
Apply structured hooks to capture attention early in-feed
Deliver each creative in multiple formats for Meta placement
To handle the required speed, we removed as much manual friction as possible.
We developed internal scripts to:
Reorganise and prepare design files
Automate layer structuring
Streamline animation workflows
We also used our internal approval system to keep feedback tight and avoid delays.
The result was a production system designed for:
speed, consistency, and repeatability
The solution
A series of high-quality video ads that were engaging and effective.
A consistent brand identity across all social media platforms.
A data-driven approach to video ad optimisation.
“CTR has increased by 93%”
Faye Mclellan
Paid Media Manager
The outcome
Within three months:
CTR increased by 93%
Ads were being produced, tested, and refined significantly faster
Iceland had a scalable way to evolve their best-performing creative
Increased brand awareness and engagement.
More traffic to the Iceland Foods website.
Increased sales and conversions through social media ads.
Since launching with Collective, our CTR has increased by 93%, a clear testament to the impact of their creative approach and execution.
Faye Mclellan
Paid Media Manager
This wasn't just better ads.
It was a better way of producing them.
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