The Challenge
Noel Leeming, a leading electronics retailer in New Zealand, aimed to enhance brand visibility and boost product sales through the Meta MPA Dynamic Products campaign. Faced with the challenge of showcasing Fisher & Paykel and Haier products effectively, Noel Leeming sought to seamlessly integrate the Meta MPA Dynamic Products ad format into its advertising strategy, traditionally engaging customers through Offsite (Google & Meta) and Onsite (web banners and sponsored products).
Being the first global partner to utilise the Meta MPA API, The Warehouse Group (TWG) introduced an innovative opportunity for consumer outreach. The primary goal was to increase exposure and drive sales, emphasising SKU-level optimisation. This marked a pivotal moment in advertising, supported by stats showcasing the unique opportunities of the new Meta MPA API offering.
The Campaign Strategy
- MPA allows brands to leverage customer interaction data across channels to optimise brand campaigns. This data-driven approach ensures that ads target customers
with high purchase intent. By analysing customer behaviour, preferences, and interactions, the platform can accurately target ads to those most likely to be interested in brands’ products.
- Through Managed Partner Ads, brands can benefit from the brand equity of larger retailers and minimise wasted advertising expenditure. Their products get exposed to a larger audience, which they might not have reached on their own channels. This increased exposure is crucial for small businesses looking to expand their customer base and improve brand recognition. This is also achieved through using Noel Leeming's handle.
- Fisher & Paykel and Haier have a compelling product range that customers want to research online. Customers are happy to complete a purchase with a retailer that can
facilitate the delivery.
The Results
This partnership marked a significant win for both parties. Leveraging Zitcha’s Unified Retail Media Platform, Noel Leeming optimised campaign execution, saving valuable
time, and enhancing $ROAS and loyalty program engagement. Simultaneously, Meta MPA enabled increased brand visibility and sales growth for Fisher & Paykel and Haier, underscoring the pivotal role of Zitcha’s integration in delivering exceptional outcomes.
The 'Halo' Effect
MPA provides brands with valuable capability to witness the halo effect on their advertising efforts. Through detailed SKU-level reporting, MPA not only illuminates the purchases of the specifically promoted SKUs, but also extends its insight to encompass all SKUs associated with the respective supplier or brand. This functionality empowers brands to effortlessly monitor instances where customers engage with specific SKUs in their network, subsequently leading to purchases of other products.
The Key Metrics
- Return on Ad Spend ($ROAS)
The Meta MPA Dynamic Products campaign demonstrated remarkable success, achieving an average $ROAS of 31.14 over two recording periods, with a notable
increase from 21.87 to 40.42.
- Engagement Impact
Substantial customer interactions were observed, with link clicks increasing from 634 to 1,554. This highlighted the effectiveness of the Meta MPA Dynamic Products ad format.
- Efficient Spending
The campaign maintained cost-effectiveness with CPC starting at $1.28 and slightly
increasing to $1.37, showcasing efficient spending. Competitive CPM rates of $7.10 and $8.09 further demonstrated prudent financial management.
- Broad Reach
The campaign effectively reached a diverse audience, amassing 114,134 impressions in the initial 25-day period and expanding to an impressive 263,429 over the
extended 42-day duration, emphasising the success of the Meta MPA Dynamic Products in reaching a sizable audience.
Conclusion
The successful collaboration between Noel Leeming, Meta MPA, and Zitcha’s Unified
Retail Media Platform highlights the effectiveness of strategic marketing synergies.
Through seamlessly executed Meta MPA Dynamic Products campaigns, the initiative
achieved an outstanding $ROAS of 31.14 and notable SKU-level optimisation, emphasising
how Zitcha’s advanced platform transforms marketing dynamics for mutual success and
growth for brands and retailers alike.
