Hema
success story
Executive summary
HEMA, a well-known Dutch retail brand, needed a scalable way to support the reopening of hundreds of stores with localized campaigns. With four to five store openings each week, the manual process of creating tailored print and social ads for every location was time-consuming, costly, and required coordination across multiple teams. By implementing Cape.io’s creative automation, HEMA centralized all campaign inputs into a single feed and automated the production of both print and social ads. This enabled the brand to generate location-specific creatives for newspapers and Meta campaigns with minimal manual effort. The result is a fully streamlined workflow that reduced campaign creation time from 20 hours per week to just 30 minutes, while improving consistency and freeing up teams to focus on strategic work.
Challenge
As HEMA prepares to open hundreds of stores in the coming years, they leverage Cape Creative Automation to streamline the creation of social and print campaigns.
This move saves time, reduces costs, and ensures consistency across all their advertising channels.
HEMA's rapid store reopenings, averaging four to five each week, require a unique and tailored campaign for each new store. Previously, ensuring each store had its own campaign added significant workload and complexity. This process involved frequent back-and-forth communications, substantial money investments and consumed around four hours per campaign.
Print ads were especially resource-intensive as they needed separate briefs for copy, location info, and ad formats for each newspaper.
Solution
HEMA centralizes store information, ad copy, and product details in a content feed and updates all data on a weekly basis.
From this central source, Cape automatically generates print ads tailored to each newspaper's specifications, as provided by HEMA's agency Magna.
Additionally, Cape Creative Automation creates social media ads in story and 1:1 formats, targeting the right audience on Meta with precise location targeting.
Results
The workload for creating print ads has been reduced significantly. With four to five store openings per week, the campaign process previously took about 20 hours a week across three departments.
Now, this automation reduces the time spent to just half an hour for one department per week, as the other departments no longer need to collaborate.
This streamlined process allows HEMA's campaign, design, and paid advertising teams to focus on higher-value tasks.
Hema
Online retail
Headquarters
Amsterdam, Netherlands
Company Size
Enterprise
Teams involved
In-house brand teams
Ad Ops teams
Creative Agencies
This solution saves hours of work for two departments every week. We knew that Cape was able to automate the social campaigns for us, but the fact that they built the print solution for us was the real bonus here.
This solution saves hours of work for two departments every week. We knew that Cape was able to automate the social campaigns for us, but the fact that they built the print solution for us was the real bonus here.
Leontien Boere
Channel Marketeer
