About Van Wijhe Verf
The family-owned Van Wijhe Verf, a prominent Dutch paint manufacturer, sells its products under different brands. Their best-known brand is Wijzonol, available at every DIY and speciality shop. Wijzonol is setting new standards in the paint industry when it comes to bio-based and sustainable manufacturing.
Campaign objectives
Van Wijhe Verf aims to achieve multiple goals with their marketing efforts:
- Tell their bio-based and sustainable story, branding Wijzonol as a premium and responsible choice.
- Increase participation and revenue from their retail partners.
- Deliver a highly relevant, data-driven ads.
Challenges
The challenge for the project was to communicate a special offer regarding Wijzonol’s exterior paint in one online advertising campaign, while simultaneously incorporating the story behind the product, referring to the nearest paint speciality shop and delivering a highly relevant ad.
Solution
Together with Adcombi, Van Wijhe Verf produced a dynamic and animated creative, telling the Wijzonol story. Depending on your location, the logo and address of your nearest paint speciality shop were displayed. If the weather forecast for the next two days promised weather suitable for outdoor painting, the ad showed the message “en dan NU weer naar buiten” (“and NOW go outside”), combined with the forecasted temperatures and weather types.
In the backend, Adcombi ensured every participating paint speciality shop had its own budget and service area. In order to increase revenue from their retail partners, Van Wijhe Verf only facilitated campaigns for retailers purchasing a certain amount of the Wijzonol exterior paint, using a local campaign as an incentive to purchase more stock from Wijzonol.
Results
Over 46 local paint specialty shops participated in the online campaign. Every participating shop received an equal amount of impressions on national and relevant domains. These local entrepreneurs often do not have the time, manpower or budget to reach national platforms, such as Marktplaats and Funda. By combining all the local budgets into one project budget, Adcombi allowed these local entrepreneurs access to these national platforms.