HelloFresh Scaled Customized Video Ads while Increasing Team Efficiency

HelloFresh, the #1 meal kit provider who’s on a mission to change the way people eat, aimed to drive growth by reaching new audiences and engaging existing customers on Facebook. Specifically, the company wanted to target 12 different markets with personalized Christmas countdown concept video ads that refresh everyday with customized copy in various ad formats.

The existing marketing process and structure could not support the scale and speed of operations required to execute on this level of social advertising innovation. Teams had to go through a manual process that takes days each time they needed to apply customizations on their ads: product details, pricing, discounts, etc. Furthermore, it proved difficult to replicate the process and standardize the quality of work across all 12 target markets that HelloFresh was trying to reach.

In order to execute on these personalized holiday video ads, HelloFresh turned to Smartly.io, which shares the same values of being customer centric, innovative, performance and data-driven, to develop an automated and scalable solution. With the help from Smartly.io’s technical solutions team and 24/5 online support, HelloFresh managed to unlock the potential of the automation offered by Smartly.io and change their entire workflow by setting up the following:

• A product feed that is constantly updated.
• Video Templates that are linked to their product feed.
• Automated Ads campaign that creates customized videos pulling from the Video Templates and product feed. This solution also launches the ads to Facebook and keeps them updated by reflecting changes from the product feed in real-time.
• Advanced reporting views that enable access to real-time actionable insights and creative improvements. These insights can be directly applied to Video Templates, and updates will be reflected on all the ads automatically.

The new workflow enabled four HelloFresh teams -- the paid social team, the design team, the local team and the data team -- to work seamlessly with Smartly.io.