How foodpanda Unlocked Meta’s Catalog Product Video Using Existing Static Catalog
KEY FINDINGS:
-9%
CPA
+70%
CVR
+25%
Impressions on Reels
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The food and grocery delivery platform, foodpanda (a subsidiary of Delivery Hero), launched in Singapore in 2014. The company has been growing its quick-commerce footprint in more than 400 cities across 11 markets in Asia – Bangladesh, Cambodia, Hong Kong, Laos, Malaysia, Myanmar, Singapore, Pakistan, Philippines, Thailand, and Taiwan.
The team at foodpanda has successfully run Advantage+ catalog ads in its past campaigns. Advertisers upload their static product catalog to Facebook and Instagram, the ads are automatically generated using photos of relevant products, which enables customers to purchase on the advertiser’s website. Knowing that ads with motion typically drive increased response rates, the team was excited to test the newly launched Catalog Product Video feature.
Catalog Product Video requires advertisers to upload video assets directly into their online catalog, and they are displayed along with the existing product images. Catalogs typically run into thousands of rows which provides the challenge of how to generate enough video assets to power this new feature while ensuring they are consistent, on-brand and engaging.
Smartly delivers an intelligent solution that streamlines the creative process and delivers campaign efficiency through automation.
Save time and money by not needing to create individual videos for every product / SKU. Smartly simplifies the creative process by connecting your feed and using a powerful template editor to build visually appealing video creatives of all aspect ratios. This streamlines the creative workflow, allowing brands to seamlessly publish captivating content on catalog ads – all within a single platform.
Understanding the value of time in the fast-paced advertising world, Smartly automates the process of trafficking dynamic ads using image templates and product videos. This ensures a seamless experience across campaigns and ad accounts, allowing advertisers to focus on strategy rather than manual processes.
Lukas Artim
Paid Social Specialist, Delivery Hero
Smartly builds on the Advantage+ shopping campaigns by strategically pairing Catalog Product Video to increase the social reach and engagement. As a result of automating at both the creative, and media level, foodpanda managed to significantly reduce their Cost per first order, cost per App Install and CPM.
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