Manutan
success story
Executive summary
Manutan, a leading distributor of utility and industrial products across the Netherlands and Belgium, needed a smarter way to promote seasonal products at exactly the right moment. Consumer demand for their product lines is heavily weather-dependent, but manually switching ads based on changing forecasts was neither scalable nor precise. By partnering with Cape.io, Manutan built a fully automated, weather-triggered ad ecosystem on Meta - injecting real-time local temperatures and city names directly into dynamic creatives, across 7 targeted cities, with zero manual intervention.
Challenge
Manutan is a leading distributor of utility products, offering an extensive range of items that cater to both business and consumer needs.
With a myriad of products ranging from industrial equipment to seasonal essentials, their catalog is vast. Operating in the Netherlands and Belgium, Manutan recognized that consumer demand is heavily influenced by local conditions, necessitating a smarter, more agile approach to digital advertising.
The primary obstacle was the extreme weather dependency of their product lines. Manutan needed a way to promote the right products at the exact moment they became relevant to the consumer. Specifically, they aimed to:
Target the 6 largest cities in the Netherlands, plus Brussels.
Eliminate the manual effort of switching ads based on changing forecasts.
Increase relevance by displaying the exact local temperature within the ad creative to drive immediate engagement during the peak summer and winter months.
Solution
Using Cape Creative Automation, Manutan implemented a sophisticated dynamic feed automation strategy through Meta, bridging the gap between real-time meteorology and digital storefronts.
This has condition-based triggers - ads automatically toggle "on" or "off" based on local weather status, updated according to the daily forecast to ensure accuracy. Manutan also uses dynamic creative templates using Template Designer and developed three distinct visual themes - frost, sun, and rain. The feed uses dynamic data to inject the specific city name and current temperature into the banner, creating a personalized experience for users in each of the seven targeted cities.
Results
Automating Weather-Responsive Advertising for Real-Time Relevance.
By transitioning from static placements to an automated, weather-aware ecosystem, Manutan achieved a live advertising presence that breathes with the environment:
Total automation: Using Cape.io allowed for 100% hands-off management while still maintaining full control over their ad strategy.
Enhanced relevance: With 6 unique variations currently running, customers see products that solve their immediate problems.
Market precision: Successful penetration of the biggest hubs in the NL and BE markets with localized messaging that resonates with the specific climate of each city.
Manutan
Online retail
Headquarters
Den Dolder, Netherlands
Company Size
Mid-market
Teams involved
In-house brand teams
Ad Ops teams
