Sector Grocery Retail
Country South Africa
Revenue £3.2 billion
The South African Woolworths business consists of full-line fashion, beauty and home stores, many of which incorporate a premium food retail offering. Stand-alone food stores and “Food Stops” reattached to Engen petrol stations are also located in urban areas. 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 struggled with the 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. Digital display campaigns proved successful and the marketing team found the budget for more campaigns, however, there was no plan to increase resource within the design to alleviate the pressure of creating and resizing variations for the new campaigns. Woolworths needed a solution to automate and optimise the process of creating multiple versions of ads.
Woolworths discovered Fluid Ads, the end to end Creative Management Platform that simplifies the process of building, targeting and reporting on online ads. A platform that empowers marketers to produce compliant programmatic display campaigns that work and provide in-depth insights. Fluid Ad’s Ad Builder feature allows you to create an ad in one shape and instantly reproduces it in various other shapes, removing the repetition of work.
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 Gifs. The design team found they were reducing their workload back to the core conceptualising and original creative work creating new capacity within the team. Woolworths can now create campaigns independently, allowing the business to respond quickly to market forces.
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