2X ROAS: Officeworks Leveraged CAPI to Transform its Ad Performance

Officeworks Tested Performance

From colouring pencils to commercial printers, Officeworks has taken at least one generation of consumers from Kindergarten to the working world. Specialising in stationary and technology since 1994, the Australian retailer has played a fundamental role in the nation’s ability to work, learn, create, and connect. Recently, the brand identified a need to improve its performance signals – so it turned to Snapchat.

Using Snap's CAPI

Implemented by its agency Kinesso which partnered with Tealium for integration support, Officeworks leveraged Snap’s Conversions API (CAPI) to track conversions during prospecting and retargeting campaigns. 

CAPI is a structured, privacy-centric interface that allows brands to directly pass web, app, and offline events to Snap via a Server-to-Server (S2S) integration. Snap can then optimize campaigns, improve targeting and measure the conversions that resulted from the brand’s Snapchat campaigns.   

Spotlighting a range of products, Officeworks wanted to ensure its event quality achieved a ‘good’ score across the board. To evaluate its effectiveness, it then conducted a post-CAPI analysis of Direct 
Response (DR) campaign performance, comparing results 
on a month-over-month for July 2024. 

To Set New Performance Standards

Officeworks’ use of CAPI was a clear success. Proving the power of precision targeting and optimisation, it delivered a 1.4x increase in Add-to-Cart and Purchase signals for the brand. Furthermore, it helped to achieve a 2x Return on Ad Spend and a 56% decrease in Cost per Purchase (CPP) – results that not only exceeded expectations but established a new benchmark for ad performance.