"Campaigns that took a week to create now take just an hour" - Woolworths
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 in South Africa alone operates 217 full-line and stand-alone stores with 65 stores throughout the rest of Africa.
Woolworth’s design agency was struggling to keep up with the demand for online display ads in multiple shapes for their thousands of product lines. Work requests to resize existing ads were creating a bottleneck as time spent reformatting existing artwork delayed the start of new design projects. As digital display campaigns proved successful, the marketing team decided to find the budget for more campaigns, however, there was no plan to increase resource within the design team to create and resize a growing number of variations of new campaigns. There was a need to alleviate the pressure upon the design team by reducing the workload to just the core conceptualising and original creative work. 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 creating, publishing 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 ‘time-consuming’ Photoshop to make and produce Gifs.
Category and marketing team members can now create campaigns themselves independently, allowing the business to respond more quickly to market forces and the design team to focus their design skills and resources more efficiently on corporate, group and branded original artwork rather than resizing a growing number of price led campaigns between categories.
“From the get-go every team member I have engaged with has been easy to deal with, professional and patient. The level of detail and effort that has been put into us as a client is world class and I could not ask for any more” Zach Nossell – Digital Media Integration Lead, Woolworths