Vandebron manages hyperlocal campaigns of green energy solutions to the right service area
Vandebron manages hyperlocal campaigns of green energy solutions to the right service area
Vandebron, the biggest Dutch energy provider that solely sources energy made in The Netherlands, brings the supply and demand of local renewable energy together and offers innovative solutions that allow clients to use energy in a smarter way. They want to target their audience as close to the source as possible with hyperlocalised creatives and targeting.
Vandebron, the biggest Dutch energy provider that solely sources energy made in The Netherlands, brings the supply and demand of local renewable energy together and offers innovative solutions that allow clients to use energy in a smarter way. They want to target their audience as close to the source as possible with hyperlocalised creatives and targeting.
Industry
Energy
Objective
Campaign localisation and personalisation
Challenge
Vandebron offers very local renewable energy and wants to target their audience as close to the source as possible. To launch a campaign that meets those demands, Vandebron needed to figure out how to:
- Market for local renewable energy in each specific local region
- Target the right local audience (i.e. a citizen from Amsterdam, on a trip to Rotterdam, should still get the Amsterdam ad)
- Show the right images, information, and variables to every specific customer.
Vandebron had a complicated case with many variables, such as: location, weather, availability and kinds of energy suppliers. Their question was: how can we market the correct specific data to the right target audience, in different kinds of hyper local ads?
Solution
With Cape, Vandebron can create templates compatible for Google Studio, so that they are in control of their own creatives. The template only has to be set up once, so they don't have to modify it any more after this. One-off shells are set up by Cape, so afterwards, Vandebron only has to manage the data in the feeds. The ads will automatically take the data from the feed and push or pause the ads depending on the location, weather and availability of the energy suppliers. The moment a customer sees the ad, Google Studio picks the feed that applies to that customer in their location and fills out which variables they get to see.
Results
With this setup, Vandebron can effortlessly create, scale and deliver their hyper-local campaigns across different channels. Google studio can work with hundreds of locations and create smarter ads where the location is only connected to the ad at the time of serving, followed by images and numbers.
When it's windy in Utrecht, the background changes into a windmill, and when it's sunny, it changes into solar panels. When the renewable energy sources increase or decrease, this is updated automatically as well. The options are endless! With Cape, Vandebron can manage all variables themselves which enables more flexibility and freedom in their designs, and much more relevant ads.
Full showcase banners
