CHALLENGE
Unique design
In the app each user uploads their products images in very different ways. That's why Wallapop needed to establish a unique design without losing the magic of seeing the real product. Having such a large catalogue, there were many products that they wanted to leave out of the campaigns but they were difficult to locate.
SOLUTION
Overlays
Then it was time to get all the ads images to have the same tone by designing a generic layout that associated the users' products with the Wallapop brand and others with the same aesthetic line according to the category, such as: telephony, cars, sports, etc. In addition, all products with words such as "imitation", "broken", "bad condition" in the description or name of the product were excluded in order to maintain the quality of the ads.
Once everything was set it up, catalogue campaigns (dynamic ads) were launched to drive users to the app in order to make them upload their product images or start talking with a seller. Since then (data from last year) the CPA of their campaigns has dropped by 60%.
If we also add Feeds functionality to customize and enhance the images automatically, we get much higher results at a much more affordable cost than a standard dynamic ads campaign. These results translate into a 30.5% decrease in CPA and a 40% increase in ROAS.
