Manutan
Weather-adaptive automation: Manutan case study
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.
挑戦
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.
解決策
Using Cape.io, 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.
結果
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.
100%
月ごとのダイナミック広告
6
Unique variations
2
Main markets
不動産
ERA
ERAは、供給と需要を捉えるためにハイパーローカルで完全自動化された広告を使用しています。
旅行
KLM
KLMは、毎年1000件以上のキャンペーンをグローバルに作成・配信するプロセスを効率化しています。
陸上競技 & レクリエーション
KNVB
KNVBは全国の数百のサッカークラブの地域マーケティングを支援しています
テレコ
KPN
KPNはクリエイティブおよびメディアエージェンシーとの成功したコラボレーションを達成しました。
オンライン小売
ウェカンプ
Wehkampはフィードベースのキャンペーン設定で38のキャンペーンを管理し、ソーシャル、ディスプレイ、ビデオ広告をポストプロダクションでカスタマイズします。
エネルギーと公益事業
エッセン
Essentは、リアルタイムの天候に基づくキャンペーンで広告を革新します
