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The Power of the "Orange Halo Effect"

Orange Apron Media drove a 36% increase in purchase intent through the “Orange Halo Effect.”

Orange Apron Media Case Study

Opportunity

Orange Apron Media wanted to measure the impact of its co-branding power, also known as the “Orange Halo Effect,” in motivating consumers to make a purchase versus solo-branding using onsite advertising and social.

Solutions & Tactics

By leveraging the power of The Home Depot’s brand through co-branding with Orange Apron Media, vendors experienced significant improvements in brand perception and intent to act.

36%

Increase in Purchase Intent Across Onsite and Offsite

75%

Improvement in Ad Recall When Customer Sees a Co-Branded Ad on Meta

25%

Increase in Average Vendor-Brand Trust on Onsite and Meta

42%

Increase in Purchase Intent for Suppliers Advertised on Meta

Orange Apron Media, Meta and MFour

Goals

Orange Apron Media partnered with MFour to conduct an omnichannel survey targeting consumers who were verified visitors to The Home Depot website or Meta apps. The goal was to measure the impact of co-branding versus solo-branding. The test focused on KPIs impacting the buyer’s journey, including:

  • Purchase Intent
  • Ad Recall
  • Brand Trust
Orange Apron Media

Takeaways

  • For every KPI tested, co-branding with The Home Depot on the website and Meta showed to be significantly more impactful than a solo-brand ad.
  • The Home Depot is a highly trusted retailer.
  • We are better together: Purchase intent is proven to have a double-digit increase when running advertisements with The Home Depot.

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