Meta Ads success story · Fashion brand and retailer

How Steve Madden earned 4.4X more revenue by pairing creator videos with shoppable product ads.

Name: Overtop Media Digital Marketing
Address: 933 Louise Ave Suite 101-18, Charlotte, NC, 28204, US
Telephone: (704) 237-0707
Price range: $$

The fashion brand already ran ads through creators’ own accounts. Adding its product catalog to those creator ads turned influencer storytelling into a shopping experience, with 4.3X more purchases at 77% lower cost.

Business: Steve Madden
Market: United States
Goal: More online sales and revenue

Content creator filming a model on a smartphone during a studio fashion shoot

The results.

Compared with its usual creator partnership ads alone.

4.4Xhigher revenue
4.3Xmore purchases
77%lower cost per action

A/B test, October 25-November 8, 2025.

The challenge.

Steve Madden started in 1990 as a shoe company and grew into a fashion brand sold in 80 countries, from footwear to handbags and apparel. Creators are central to how it markets: its usual strategy was to run ads through creators’ own accounts as well as its own.

Creator content is great at making people want something, but the path from a creator’s video to the checkout was not always short. The brand wanted to turn more of that interest into sales and revenue, efficiently, and get more out of the content it was already paying for.

Meta example of a partnership ad shared by two brands, with an engagement chart

What they did.

Creator partnership ads · Product catalog ads · Feed, Stories and Reels

Creator partnership ads: Partnership ads ran from both the brand’s and the creator’s accounts, reaching both audiences with one ad and the creator’s name on top.
Plus the product catalog: Catalog ads paired the creator’s photo or video with products pulled automatically from the online store, chosen for what each viewer was most likely to buy.
Where fashion gets browsed: The ads ran in Facebook and Instagram Feed, Stories and Reels, with AI-led audiences finding new shoppers beyond the brand’s usual targeting.
Tested against its own best: An A/B test compared the new combination with the brand’s usual creator ads, not with a weak baseline.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

Desire plus convenience: The creator gives people a reason to want the shoes; the catalog puts them one tap from buying them. Each half fixes the other’s weak spot.
Every viewer sees their products: Instead of one featured item, each person sees the styles they are most likely to buy, which lifts purchases and order value.
Content works twice: Creator videos made for awareness were put to work again lower in the funnel, for new shoppers and returning ones, without new production costs.
A real bar to beat: Beating its own proven creator ads 4.4X on revenue shows the gain came from the combination, not from a weak comparison.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our meta ads management.

Find the right creators: We work with the best local photographers, videographers and niche creators, booked directly so you avoid the usual agency markup.
Get your catalog ad-ready: A clean product feed powers catalog ads on Meta and Shopping ads on Google, so one setup serves both. See our Google Ads management.
Turn content into sales ads: We pair creator content with your products and test it against your current ads, so you only scale what sells.
Measure revenue, not likes: Reports show purchases, revenue and return on ad spend, with first-party tracking set up as our server-side tracking guide describes.