Guidelines Social Carousel campaigns

On this guidelines page, you will find the rules we apply when creating all bol Retail Media Social Carousel campaigns.

A Social Carousel campaign consists of one ad with multiple cards. During the campaign, the carousel cards will be switched based on the best-performing cards. Therefore, the order of the cards can change throughout the campaign.

General

A Carousel Ad:

  • consists of up to 10 rotating cards;
  • offers the possibility to display different product and/or lifestyle images on each card;
  • has a background color and vormentaal from the bol color palette when a product image is shown;
  • features the white or blue bol logo in a fixed position centered at the bottom of the visual.

Visuals

It is important to provide sufficient visual material. Please provide at least 6 product images and 4 lifestyle images to give the designer creative space in the design.

Product images

The product images for Social Carousel campaigns should:

  • be high resolution and at least 1080 by 1080 pixels in size;
  • be provided on a transparent or white background;
  • not include logos/watermarks/text;
  • be provided in .png or .tiff file format (otherwise .jpg).

Lifestyle images

The lifestyle images for Social Carousel campaigns should:

  • be high resolution and at least 1080 by 1080 pixels in size;
  • have a realistic feel (no stock photography);
  • not include logos/watermarks/text.

Color palette

When a product image is used, the designer will choose a background color from the bol color palette. This choice will align with the advertiser's style and match the campaign message, unless a preference is indicated in the briefing. The vormentaal (visual language) will always have a different color from the same color family.

Color exceptions

In some cases, it is not possible to choose a background color. Established bol campaign formats, such as the Bol 7-Days and Black Friday, have a fixed design with customized guidelines. For these campaigns, the color is predetermined and cannot be changed.

Visual language

When only product images are shown on the banner, we use category-specific visual language. This is carefully and appropriately chosen to match the message and/or products displayed on the banner. During holidays or special occasions, we use visual language to match.

Copy

Within the bol brand identity:

  • The copy is always white or bol blue.
  • We use the Graphik and Produkt fonts.
  • We only communicate rounded percentages.

Main message

What main message do you want to share through the Social Carousel campaign? The message should grab the consumer’s attention, so it is important to be clear.

The main message serves as inspiration to the copywriters, so provide detailed information. The copywriters will ultimately write the copies according to the guidelines and in bol style.

The main message will be translated by the copywriters into:

  • the ‘’primaire tekst’’ – the top copy* (max. 125 characters);
  • the ‘’subtekst’’ – the copy below the card* (max. 32 characters) - each card can have its own subtekst, or be the same under each card.

* Note: it is not possible to share a URL in the primaire tekst.

Disclaimers

The following forms of disclaimers are always allowed:

  • '*op de adviesprijs’ (on the recommenced retail price) for Daily Needs products and laptops.
  • ‘*op de meest getoonde prijs’ (on the most displayed price).
  • Compliance rules for computer stores.
  • Legal disclaimers on health products.

Unique Selling Points

On the carousel cards with product images, there is space to share a product USP of up to 40 characters. Therefore, please provide the (key) USPs per product so that these important features can be highlighted.

Example

Carousel Ad