How Cropink Helped Leroy Merlin Poland Achieve +79% ROAS and +353% CR Growth
Insight from:
Scope:
Leroy Merlin is a global home improvement and DIY retailer with thousands of stores across multiple countries. In Poland, the brand has a strong nationwide presence, with dozens of physical stores, serving thousands of customers daily, both offline and online, and making it one of the leading names in the Polish home & garden market.
The challenge ahead
In 2025, Leroy Merlin Poland wanted to increase the effectiveness of its social media advertising campaigns and make them a stronger driver of online sales. The main objectives were:
- building social media as a reliable sales channel,
- maximizing ad spend efficiency (ROAS),
- taking full advantage of the high season (March–July),
- optimizing campaigns to focus on conversions and measurable business results, not just clicks.
The Cropink approach
Cropink was introduced in March 2025, and by April all social campaigns were fully powered by the platform.
- The team prepared Enriched Catalog Ads and Dynamic Product Ads, tailored to actual sales data.
- Campaigns were standardized and automated, making them easier to scale during peak demand.
- Creative work focused not only on visually appealing product presentation but also on personalization and contextual relevance, ensuring ads matched the customer’s buying intent.
Campaign visuals crafted by Cropink
Why these creatives work
Why these creatives work
- Leroy Merlin logo – builds instant brand recognition and credibility of the offer.
- Brand color palette (green, red, black, white) – ensures strong brand consistency across campaigns and makes the ads instantly recognizable.
Promotion & urgency drivers
- Red price and discount boxes – grab attention, clearly communicate promotions, and trigger a sense of urgency.
- Strikethrough price + new price – emphasizes real savings, reinforcing purchase motivation.
- “Tile Week” / “Garden Week” – special campaign themes that increase the feeling of exclusivity and limited-time promotions.
- Extra discount thresholds (“100 PLN for every 1000 PLN”, “50 PLN for 500 PLN…”) – encourage larger baskets and increase average order value.
- Lowest price in the last 30 days note – ensures transparency, compliance with regulations, and builds trust.
Product presentation & inspiration
- Product packshot on white background – makes it easy to quickly identify the product without distractions.
- Lifestyle/room setting photo (e.g., Preciosa lamp) – adds aspirational context, helps customers imagine the product in their own home, and increases emotional value.
- Flexible format (same product across different campaigns) – shows scalability of creatives and easy adaptation to multiple promotional actions.
What changed with Cropink
Cropink, in close partnership with Leroy Merlin Poland, maximized campaign performance through seamless collaboration and a shared data-driven approach. Leveraging the high season and strategic optimization, the team turned insights into measurable growth and record results across social channels.
- In the first full month of cooperation, Leroy Merlin Poland achieved +79% ROAS year-over-year.
- By July, ROAS had climbed further to +514% YoY after steady growth from April onwards.
- CR (Conversion Rate) jumped +353% in the first month.
- By June, CR skyrocketed to +910%, continuing on a strong upward trend in the following months.
- CTR dropped YoY, but this translated into fewer low-quality clicks and higher-quality traffic that converted better.
- Overall, growth significantly outpaced 2024, when Cropink had not yet been implemented.
