Privalia is an e-commerce website and app selling fashion and household products. Launched in 2006, and headquartered in Barcelona, Privalia stocks hundreds of quality brands including L’Oreal Professionel, Columbia, GAP and Dyson.
Making the most of innovation
Having managed social ad campaigns through the Paragone platform for several years, Privalia jumped at the opportunity to try Facebook Playable ads.
Displaying in the Facebook newsfeed on mobile, playable ads give advertisers the ability to interactively showcase their app or game, before redirecting prospects through to download their app.
Built in HTML5, a strong creative is crucial for this engaging ad format. It must encourage interaction from the user, and be a compelling experience that drives the user to click through and download the app.
Privalia’s creative, developed by Paragone, did just that.
For their initial playable ads campaign, Privalia chose to approach it with both performance and branding goals in mind. A broad targeting approach was used, based on age and gender in Privalia’s key markets including Spain, Brazil, Italy and Mexico.
Focusing on Privalia’s key performance metric, the playable ads campaigns largely outperformed other Facebook campaigns in terms of CPI. In Brazil, the campaigns leveraging the ad format worked particularly well, resulting in a CPI 43% lower than the objective they had set.
Also impressive was the fact that the click-through-rate (CTR) for this playable ads campaign was close to 4.5 times higher than that of the average CTR for the four other Brazil campaigns running at the same time, which featured other Facebook and Instagram ad formats.
The client’s thoughts
“We are always looking for ways to innovate in our digital advertising activity. Facebook playable ads are one example of that, and the initial campaign brought us great results compared to our goals” – Danilo Lino, Social Media Advertising Manager, Privalia (part of Veepee)
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