Guidelines Social Instant Experience campaigns

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

An Instant Experience campaign consists of two Link Ads that link to the Instant Experience: a full-screen visual experience.

General

An Instant Experience:

  • Consists of an overview with images and text to create a narrative.
  • Provides the opportunity to share product images, lifestyle images and video’s.
  • Has a background color and vormentaal from the bol color palette when sharing a product image.

Includes the white or blue bol logo in a fixed position centered at the bottom of the visuals.

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 freedom in the design. Videos are optional.

Product images

The product images for Instant Experience 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 Instant Experience 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.

Videos

The videos for Instant Experience campaigns should:

  • be high resolution and at least 1080 by 1080 pixels in size;
  • have a realistic feel (no stock video);
  • be mobile-friendly (the message should also come across on a small screen).

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 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.
  • The Graphik and Produkt fonts are used.
  • We only communicate rounded percentages.

Main message

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

The main message serves as inspiration for 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:

Link Ad

  • the ‘’primaire tekst’’ – the top copy* (max. 125 characters);
  • the ‘’subtekst’’ – the copy below the card* (max. 40 characters).

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

Instant Experience

  • the ‘’intro zin’’ – the opening sentence* (max. 35 characters);
  • the USP’s (max. 40 characters);
  • the CTA (max. 40 characters).

Disclaimers

The following forms of disclaimers are always allowed:

  • '*op de adviesprijs’ (on the reccomenced 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 Instant Experience cards with product images, there is space to share a USP of up to 40 characters. Therefore, please provide the (key) USPs per product so that these important features can be highlighted.

Example

Instant Experience