Header Case Study Wallapop

Wallapop

How to unify ads design for different type of products

Find out how Wallapop reduced their CPA by 60% using Dynamic Product Ads (DPAs) and our tools.

 

Overview

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.
 

-60%

CPA (2018 vs 2019)

94%

Actions (open chat or upload a product)

 
 

ChallengeMockup Wallapop 1

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.

 

 

 

 

 

 

 

SolutionMockup Wallapop 2

Overlays

Adsmurai and Wallapop worked together to link the Facebook catalogue to Feeds. 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%.

 

 

.png-1

Thanks to Feeds we have been able to boost Facebook conversions and the users have been able to quickly identify the brand with more relevant ads. We have worked with Adsmurai to face the challenge and we can’t be more than grateful

Patricia Galán

Digital Marketing Specialist