Men Plus benefits from the brand halo effect in SPA campaign
Men Plus benefits from the brand halo effect in SPA campaign
With our SPA Self Service, you can create, book and manage your own campaigns independently in the OTTO Partner Portal. An outstanding example of the success of such a SPA campaign in Self Service is that of the Popken Fashion Group. Since January 2024, this marketplace partner has been successfully offering over 400 Men Plus brand products in the men’s fashion segment on OTTO and regularly uses Sponsored Product Ads. In March 2024, the partner implemented an extremely successful SPA campaign for 115 of its products.
The brand halo effect describes the positive impact of successful marketing measures on the overall perception of a brand that goes beyond the advertised product. As a result of the SPA campaign at Men Plus, a direct effect on the sale of non-advertised products was observed in addition to high sales of the products actually advertised. Find out more in the results.
The results
Up to
ROAS
CVR (Campaign conversion rate = products sold/clicks)
more sales of non-advertised Men Plus brand products (brand halo effect)
Increasing sales with a brand halo effect
The selected products gained many times more visibility during the campaign period. The increased visibility in combination with very good product data maintenance led to high sales of the advertised products and a campaign conversion rate (CVR) of 19.72%.
The increased visibility of the advertised products also demonstrably led to strong spillover effects on other Men Plus brand products. In addition to the sales of the advertised products, 5x more Men Plus brand products were purchased by customers. A SPA campaign can therefore have a significant effect on all the products you offer from a brand and not just those included in the SPA campaign – brand halo effect.
“With SPA, we immediately increase the visibility of our products and sales of the advertised brand increase significantly overall. The ease of use, the ability to quickly adapt to seasonal trends and the detailed performance analyses provided by the self-service are particularly attractive to us.”
Sponsored Product Ads (SPA) give your products significantly higher visibility on OTTO through top placements on the 1st page of product listings, search results and product detail pages on OTTO.
More information
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