Launching Multi-Platform Campaigns Efficiently & Effectively

As a leading shoe retailer home to a variety of brands and styles for the entire family, vanHaren deals with the complexities of showcasing all of their brands while also ensuring prospective customers see the best-fitting options — on the most relevant social channel — to drive purchases. Given this, the team turned to running Dynamic Ad campaigns across Facebook, Instagram, Snapchat, and Pinterest to retarget potential customers who had previously visited their website.

Before partnering with Smartly.io, Greenhouse, vanHaren's digital performance marketing agency, manually executed vanHaren’s Dynamic Ad campaigns in each social channel's native ads manager. This meant anything from developing creatives and managing feeds to measuring their campaigns' success in four separate locations.

Although running Dynamic Ad campaigns has been critical to delivering relevant ads to vanHaren’s audiences, executing Dynamic Ads campaigns this way was extremely time-consuming. Having to manually use four different ads managers also made it hard to compare performance, while inconsistent creatives across the channels often led to a disjointed customer experience.

Maintaining Consistent Branding to Boost Performance

Not only has Smartly.io’s Image Templates ensured consistent branding, but it has also accelerated execution and time-to-market by cutting down on the number of feedback and revision cycles needed between Greenhouse and vanHaren — the vanHaren team approves one template for all four social channels.

Beyond Image Templates, Greenhouse has also leveraged Smartly.io as a single platform to measure and optimize campaigns across all of vanHaren's social channels, cutting campaign management time in half while also providing a more holistic view of performance to optimize campaign strategies from budget allocation to creative testing and more.

“Promoting all of our shoe brands while maintaining a consistent and exceptional vanHaren customer experience has been difficult to do across all of the social platforms. Now being able to use Smartly.io’s Image Templates across our social platforms, we can promote a consistent look and feel, which has led to a lift in the performance of all our Dynamic Ads campaigns.”

— Britt Vierhout, Content Marketing, vanHaren (Deichmann group)