With digital display campaigns proving a very successful channel for this in-house marketing team, they urgently needed to find a way to alleviate the pressure on their design resources, of creating and resizing all the variations needed for online advertising. Using the Fluid Ads Ad-Builder enabled automation of repetitive tasks and automation of A/B creative testing, resulting in a 3900% increase in productivity for the department.
The South African Woolworths business consists of full-line fashion, beauty and home stores, many of which incorporate a premium food retail offering. Woolworths operates 217 full-line stores and 421 food stand-alone stores in South Africa and 65 stores throughout the rest of Africa.
Woolworth’s design agency was experiencing high demand for online display ads in multiple shapes for thousands of product lines. Requests to resize existing ads created a bottleneck with reformatting existing artwork delaying the start of new design projects.
The challenge was to alleviate the pressure on design resource whilst continuing to roll out new campaigns. Woolworths needed a solution to automate and optimise the process of creating multiple versions of ads.
Woolworths utilised our in-platform Ad Builder to automate and simplify the process of building online ads.
The Fluid Ads platform empowers marketers to produce compliant programmatic display Ads that drive high engagement. The platform also streamlines testing by automating A/B testing of creatives. The Ad Builder removes the repetitive work of creating multi-shape, multi-format assets by allowing users to create one template which is instantly reproduced in all the digital formats required.
With minimal training and bespoke on-brand templates loaded into the Fluid Ads’ Ad Builder Tool, Woolworth’s within their first week of sign-up no longer needed to use Photoshop to make and produce digital adverts.
The design team found they were reducing their workload back to the core conceptualising and original creative work unlocking new capacity within the team. Woolworths can now create campaigns independently, allowing the business to respond quickly to market forces. They saw their productivity increase by 3900%