Marketing Automation Platform

The Challenge

A Berlin-based events company was running painting events across multiple cities with massive Facebook advertising spend - over €700k per month. The entire operation was manual: creating Facebook Events, managing ad campaigns, writing ad copy, allocating budgets, and tracking performance. The team was drowning in repetitive work, and the Facebook Event API was about to be restricted (greylisted), threatening their core workflow.

The business needed a complete automation platform - not just a script, but a production system that could handle the full lifecycle of event marketing at scale.

Our Role

Designed and built the complete platform as Lead Architect and Developer, evolving through multiple technical phases:

• Node.js bot development: Built automated bots to operate Facebook Events - creating, updating, and managing events programmatically. When Facebook greylisted the Event API, we adapted with Panther-based browser automation on Symfony to maintain operations
• Symfony full-stack platform: Built a comprehensive backend platform with an advanced custom editor for marketing content, automated creative generation for ad copy and visuals, and complete campaign management workflows
• Facebook Ad API integration: Full integration with Facebook’s advertising platform - automated campaign creation, audience targeting, budget allocation, bid management, and performance tracking
• Analytics & optimization engine: Real-time dashboards tracking ROI/ROAS across all campaigns, with automated budget reallocation to highest-performing campaigns and systematic A/B testing

Results & Impact

The platform delivered a 35% improvement in ROI across the entire advertising portfolio. Campaign production went from a full team working manually to a largely automated system requiring only strategic oversight. The automated creative generation consistently matched or exceeded human-written copy performance.

The Panther-based automation proved especially valuable - when Facebook restricted API access, we had already built the browser automation layer that kept operations running without disruption.

Why this matters for our clients: This project shows our approach to automation - we didn’t just wrap an API. We built a complete business platform (Symfony backend, custom editor, analytics) that automated an entire operational workflow. When the platform dependencies changed (API restrictions), we adapted the architecture rather than losing functionality.