Demands

The digital department, responsible for the digital performance carved out some important demands for their marketing automation: their new tooling and way of working needed to be efficient, in terms of resources, time and process. Or as Yannick Kant, Global Lead Programmatic Display, Video and Social Advertising says: “We needed to find a way to minimise spending time on things that we were doing most at that time.” In order to be more efficient, not only the creative process needed to be reinvented, but also the publishing process needed to be in the tooling. Oh, and preferably across all digital channels: display, social, affiliate, mobile app campaigns, etc.. And automated. Would that be too much?

Another demand was that the new tooling and way of working needed to be scalable and future-proof: as Just Eat Takeaway.com is ever growing. They need to be able to move swiftly and set up campaigns as localised with local formats, optimised to mobile formats. But not only Just Eat Takeaway.com, the tool also needed to be future-proof in an ever-changing digital world, with new platforms consistently on the rise. The team wanted to create time to discover new platforms. Yannick continues: “If something like Snapchat or TikTok happens to be the cool new platform that works for our customers, we need to have the future possibility to integrate it in our tooling.” Well, it’s probably no surprise; Just Eat Takeaway.com found its match in Cape.

Solution

Cape translated Just Eat Takeaway.coms brand guide into templates for all online channel assets. By using this template, the team can create different assets in form and function, for each and every market in an instant. The automation removes a large element of the repetition in the creative process, much like adjusting the size of the logo in different banners. What’s more, if the team wishes to do so, that exact same campaign can go live within 20 minutes with all assets in Google Campaign Manager, Google DV360 and Facebook Business Manager. It’s a full service automation tech solution that captures exactly what their hearts desire - not only internally but also externally. Yannick: “We run a lot of mobile app campaigns. Those are not pushed via DV360, but in the end we do need to create assets for our app partners such as Jampp and Remerge and provide them with our correct sets.”

Results

The design team at Just Eat Takeaway.com the House of Creation, spends a lot less time producing banners. Everyone is now much more concerned with creativity and strategy than operational executive work. Furthermore, the marketing team also has much more time to optimise campaigns and assets based on creativity, targeting, creation and billing. Yannick: “Having this part of the job minimalised is making the job more fun for everyone.” Ultimately, what took two weeks before, can now be done within an hour, for all 23 markets in all formats needed.”

Budgeting has also changed for the better since Just Eat Takeaway.com started working with Cape’s automation software. Yannick gives us a peek into his world: “Normally Just Eat Takeaway.com would have spent over 10,000 euros on having creation available for all digital assets. Or we would have had an agency fly in to create a full set of assets and that's it. But that’s also what you pay for: let's say 80,000 to 90,000 euros. And then you only have one set.” With the tooling set up, the team has been able to create different templates in different formats in the blink of an eye. “We made some big steps there. Where we previously had to juggle and spend a big chunk of campaign budgets on creation. We now look much more at details and ask ourselves why we do things. We can now take more steps than we ever did before.”