CASE STUDY
Wehkamp manages 38 campaigns with a feed-based campaign setup and customises social, display, and video ads post-production
Wehkamp, the largest online department store in the Netherlands, opted for feed-based automation to get a better grip on their weekly renewed campaigns. However, they still wanted to remain full creative freedom over the outcome of their ads. With Cape they were able to hit the sweet spot between feed-based campaigning and pixel-perfect lifestyle imagery for all their ads!
Challenge
Feed-based creative production is ideal for fast campaigning, but it can lead to issues with various formats and backgrounds from a single Excel line. For instance, overly long words for mobile formats, mismatched CTA button colors, or awkwardly cropped images can create undesirable outcomes, limiting creative freedom. This is challenging for Wehkamp, the largest online department store in the Netherlands, which relies on feed-based solutions to manage its extensive inventory. Wehkamp wants to use this feed to create hundreds of personalised ads, while still having full creative freedom. In addition, Wehkamp wants to be in full control of the entire campaign setup, so integrations with their desired platforms are a must.
Objective
Efficient Quality Assurance
Industry
(Online) Retail
Solutions
Feed-based creation and publication remove the repetitive and time-consuming workload of setting up ads per product manually and linking these to the designated target audience. A rich content feed generates hundreds of personalised ads that can be previewed in seconds. Wehkamp can easily edit the feed-produced ads in real-time with a live preview - even videos! Wehkamp also automated their publication process, so they can automatically publish as HTML5 to CM360- or as MP4/JPEG to MFB and other desired social platforms.
“Putting so many campaigns live every week without (the right) tooling is a big task, especially since we use so many lifestyle images in our ads that have to look good for every format. Cape has more advanced possibilities than our previous ways of working - we can now edit each feed-produced ad before publishing them!”
Leontien Boere - Digital Marketeer @ Wehkamp
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