CASE STUDY

Unifying ads design for different type of products

 

Client: Wallapop   |    OVERVIEW    |    CHALLENGE    |    SOLUTION

Wallapop creative header image

Overview

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

 

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.

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Decrease in CPA (2018 vs 2019)

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Actions (open chat or upload a product)

Challenge

How to have a 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.

CS Wallapop 1

 

CS Wallapop 2

 

Solution

Creatives by Adsmurai Marketing Platform

 

Then it was time to get all the ads images to have the same tone by designing a generic layout with Creatives by Adsmurai Marketing Platform 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.

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

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