How Automated Catalog Ads Helped Wolt to Optimize Processes

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1. Give us an overview of your business. What is Wolt and what does it do?

   Wolt is a technology company that makes it incredibly easy to discover and get the best restaurants, grocery stores, and other local shops to deliver their products to your home or office. Since it was launched 7 years ago, Wolt has expanded from a restaurant food delivery platform in the Nordics to a leading player in the delivery of everything across EMEA. Wolt works together with tens of thousands of restaurant and retail partners, as well as with over a hundred thousand courier partners across 23 countries and 250+ cities. We joined forces with DoorDash in 2022 and continue to expand rapidly and are looking for more talented individuals to join us.

   Not only does Wolt offer great apps to customers and partners but it is also developing a broad range of technologies and solutions. Our apps (iOS and Android) have the industry’s highest reviews, largely because of our customer-centric approach to how we build our products and operations. For example, our customer service team responds in a matter of minutes, in the customer’s own language.

2. With the nature of Wolt being international – and locally focused on each market – what are some of your largest marketing challenges?

   Achieving high scale while maintaining a local feel and customization has been a challenge we are continuously finding innovative solutions for as part of our rapid growth. Managing large inventories of creatives while also pushing out new time-sensitive campaigns is a balancing act that requires substantial efforts and relies on having the right tools for the job. Recent changes in reporting granularity due to iOS privacy controls have also introduced a number of additional limitations with respect to the number of campaigns/ads sets we can run simultaneously.

3. How did you decide to use ACA & how did the Wise.blue team assist you in making ACA work for you?

   The Automated Catalog Ads (ACA) solution appealed to us because it offered an opportunity to automate the scheduling and deployment of creatives, circumventing the need for launching new campaigns/ad sets at the same time. This was especially useful for iOS app campaigns that impose a strict limitation on the number of ad sets that can be live concurrently.

   The Wise.blue team has been very helpful in setting up the ACA for our accounts, coaching our team members on its use, troubleshooting any issues, and even customizing certain elements specifically for our use case. This enabled us to get access to creative scheduling for more team members while maintaining robust budget controls. We hope that the Httpool team will continue to further develop the tool with us so it would meet our needs even better in the future. We are using ACA for Twitter ads, and we are using similar tools from another vendor for Facebook that offer even more functionality, so we’re eager to see this product develop further in the future.

4. How did you benefit from using ACA? If we took this feature away from you right now, how much time would it take your team to run the same campaigns: Uploading and keeping track of fresh or old creatives/making sure the right promotion is displayed to the right audience in the right geo-location?

   We’ve been able to achieve hyper-local creative deployment at scale for 𝕏, which would have previously required a considerably higher workload from the team.

   The thought of losing the ACA feature at this point sends shivers down one’s spine. We have quickly grown accustomed to the convenience of this solution, and many of our team members are now using it on a regular basis.

5. Does ACA help you have fewer human errors in running campaigns on 𝕏? Have you seen any benefits regarding the clients/restaurants your local teams work with?

   We have definitely seen a drastic accuracy improvement when using ACA. The days of having old creatives linger in ad groups way past their expiry date are behind us. And there is no more talk of having to delay campaign launches simply because they fall on the weekend. We are also seeing fewer human errors due to this simplified process.

   The restaurants are now able to enjoy greater exposure of their creatives and time-sensitive campaigns, with more precise targeting and accurate timing than what we’ve been able to offer before implementing ACA.