vanHaren is a shoe company that was founded over 90 years ago in Rotterdam, with a goal to ensure that “everyone could wear good, beautiful shoes without high costs”. Today, it is a part of the Deichmann Group, a family business and one of Europe’s largest shoe companies.
As the industry’s leading team of media performance experts in digital channels and platforms, GroupM Nexus provides activation services and intelligence, enhanced by technology and AI that make advertising work better for people. GroupM Nexus social teams build results-oriented, value-driven campaigns for clients using first-to-market advantages with the world’s leading platforms.
As a leading shoe retailer, home to various brands and styles for the entire family, vanHaren deals with the complexities of showcasing these brands and styles to different prospective customers across the social commerce funnel. To remain relevant and stand out from its competitors, vanHaren wanted to reach their consumers with personalized experiences, starting with current weather or trends: sandals for warm weather, heels during the bridal season.
Before partnering with Smartly.io, this was a big challenge for the GroupM Nexus & Greenhouse teams. They would need to manually turn on or off these creatives at certain specified times or during certain weather conditions to match the ads to whatever that was happening. This meant that the team were not able to use dynamic ads based on the catalog, as this can only be done with static ads. Therefore there was no way to automate the process without a tool.
With performance as priority, GroupM Nexus & Greenhouse teams partnered with Smartly.io and leveraged Workspaces, Smartly.io’s campaign management and automation workflow to automate the creation of these ads. Connecting vanHaren's product catalog and additional data, such as a weather API or trend information to campaigns, Workspaces automatically triggered the correct ad copy, brand, and product based on changing weather or current trends. By combining these options, it is possible to run relevant carousel and collection ads based on specified triggers.
Nikki Gruijters
GroupM Nexus Social Team
Thanks to the relevant ads shown to shoppers, the GroupM Nexus & Greenhouse teams were able to generate incremental sales for vanHaren and increase their relevance score. Additionally, the conversion ratio on Add to Carts increased by 11%,bounce rate decreased by 14% and on top of that, the campaign resulted in an increase of 6% on page visits
Smartly.io’s Workspaces has enabled a new evergreen strategy for vanHaren with year-round weather and trend triggers. Based on the positive results, the GroupM Nexus & Greenhouse teams are working with vanHaren to further expand these campaigns.
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