Carrefour Spain
How Carrefour drove efficient engagement with Collection Ads
1.45X
Higher Engagement Rate
-89%
Lower Cost per Engagement
-8.5%
Lower Cost per 1k Impressions
Carrefour Spain leveraged X Ads to maximize their reach and drive engagement on their online sale items. With the help of Collection Ads, they achieved a significant reduction in their cost per engagement and boosted their engagement rate.
Campaign objective
Carrefour set out to maximize reach and engagement with this campaign. Carrefour's agency, Arena Media, tested three different ad formats to acheive this goal: Single Image Ads, Carousel Image Ads, and Collection Ads, all using the Reach campaign objective, to determine which would perform best.
The solution
The Collection Ads format drove -8.5% lower CPM and -89% lower Cost per Engagement compared to Single Image Ads, as well as a 1.45x times higher Engagement Rate compared to Carousel Ads.
Products used:
- Collection Ads
- Single Image Ads
- Image Carousel Ads
- Reach objective
- Geographic targeting
We are pleased with the Collection Ads format because we were able to demonstrate how these ads drive stronger response and engagement from users. It is vital to note how the format appears on the feed because both Paid & Owned activations find it far more appealing. This format has been incorporated into Carrefour Spain's media strategy due to positive outcomes.
Social networks are a highly competitive environment; they are essential to have a presence in the user prospecting phase. The use of new formats and testing are key to optimize and achieve the best results in our campaigns. Collection Ads are a dynamic format that allows us to display a product catalog and has not only proven to be more profitable, but also achieves greater user engagement when showcasing our products and offers.
Keys to success
1. Showcase a variety of product images in one view
Collection Ads make it easier for brands to showcase their products, tell a story, and encourage purchases all within one single view to consumers. With Collection Ads, you can showcase a collection of product images through a primary hero image and smaller thumbnail images below it. Feature your very best visuals and tell a cohesive story that will entice the viewer to click through to your website.
2. Link each image to a unique landing page
With Collection Ads, you can include up to six unique links within a single ad, enabling potential customers to click a product image and be taken directly to the online store page for that product. Carrefour leveraged this feature of Collection Ads to drive traffic directly to the relevant pages on their website for each product they showcased.
3. Highlight up to six products, services or promotions
With more creative space within Collection Ads, brands can highlight up to six different products, services, or promotions. We recommend opting for visually appealing creative and ensuring there is a common theme among each of the images.
Source: X Ads Manager, August 2023, Spain
