Below are six detailed scenarios showing exactly how Mentione turns breaking news into campaign actions — while your team is asleep, in meetings, or hasn't even heard the news yet. Each scenario includes the real trigger setup, a minute-by-minute timeline, and the results.
A competitor's product recall becomes your best acquisition day
Who
Dutchie Supplements — CMO Sarah Pieters, Eindhoven. €400k/year ad budget. Direct competitors in the NL supplements market.
What happened
At 06:14 on a Tuesday morning, the FDA issued a formal warning letter to XtraZone Supplements — a direct competitor — for unapproved health claims on their whey protein range. The news hit FoodNavigator.com before Sarah had made her first coffee.
“FDA issues warning to XtraZone Supplements over unapproved health claims on whey products”
Trigger rule
What happened, minute by minute
Results
4.1×
ROAS during 6-day window
vs. 2.3× baseline
340
New customers acquired
in 6 days
16 min
Time from news to live ad
while Sarah was asleep
“I woke up at 8am to an email from Mentione saying the campaign was already live and performing. We had been running at peak budget for 90 minutes before I even knew the story existed.”
— CMO, supplements brand, Eindhoven
A bank's security failure becomes 212 new accounts in 5 days
Who
FinCheck — Growth Director Joren Mast, Utrecht. Series A fintech startup. Competing against ING, Rabobank, and ABN AMRO.
What happened
At 08:03 on a Wednesday, Reuters broke the news that ING Bank had disclosed a data breach affecting 180,000 customer records in their digital banking unit. Customer data — including payment history and personal details — had been exposed for 11 days before ING noticed.
“ING Bank discloses data breach affecting 180,000 customer records in digital banking unit”
Trigger rule
What happened, minute by minute
Results
212
New account openings in 5 days
vs. 34 normally
€19
Cost per acquisition
vs. €67 baseline
9 days
Campaign run duration
Mentione tracked all follow-up articles
“This was our best acquisition week ever — and I didn't set it up that morning. I was in my standup when Slack pinged me. The campaign had been running for a minute already. That's when I understood what Mentione actually does.”
— Growth Director, fintech scale-up, Utrecht
How an agency reacted to a client's competitor before the client even knew
Who
Propulsion Digital — Head of Performance Tim van den Berg, Amsterdam. 15-person agency, 22 clients. Client: Veilig Thuis Verzekeringen (home insurance brand).
What happened
On a Thursday afternoon, a viral LinkedIn post exposed that Univé Verzekeringen — a direct competitor of Tim's client — had wrongfully denied a valid home insurance claim for fire damage. The post was shared 4,200 times in 3 hours before it was picked up by NU.nl and De Telegraaf.
“Univé weigert brandschadeclaim terwijl polis geldig was — slachtoffer deelt verhaal op LinkedIn”
Trigger rule
What happened, minute by minute
Results
80
New insurance quote requests in 48h
vs. 27 baseline (3× uplift)
✓
Client contract renewed
directly after the call
23 min
Time agency reacted before client noticed
campaign already live
“My client called me at 15:00 to ask if we'd seen the Univé story. I told them we'd reacted at 14:37 and the campaign had been live for 23 minutes. They renewed their contract on the spot. That moment is worth more than any report I've ever sent them.”
— Head of Performance, digital agency, Amsterdam
A competitor's ambassador controversy captured in 15 minutes
Who
Bloei Skincare — marketing manager Lena Hoekstra, Amsterdam. D2C beauty brand, €120k/year ad budget. Direct competitor: Glow Republic.
What happened
On a Monday morning, screenshots surfaced of Glow Republic's high-profile ambassador making racist comments on a private account. Within hours the story exploded across Twitter/X and was picked up by Linda.nl and Cosmopolitan NL. Consumers called for a boycott and Glow Republic's response — cutting ties 6 hours later — was widely criticised as too slow.
“Boycot Glow Republic na racistisch bericht ambassador — merk verbreekt samenwerking te laat”
Trigger rule
What happened, minute by minute
Results
2,800
Landing page visits in 48 hours
from campaign traffic
+180%
Newsletter sign-up increase
vs. previous 48h
5.2×
ROAS on campaign window
vs. 2.1× normal
“I was in a meeting when the campaign fired. I saw Mentione's email at 12:30 and the ads had been live for 70 minutes. We'd already gotten 800 visits. I didn't have to do anything — and that's the point.”
— Marketing manager, beauty brand, Amsterdam
340 demo requests in 8 hours — while the market leader was down
Who
Plentic — head of growth Max Dijkstra, Rotterdam. B2B SaaS project management tool, competing against Asana and Monday.com.
What happened
On a Wednesday at 09:12, Asana experienced a major platform outage affecting European users during peak business hours. Teams across the EU could not access their projects for over 6 hours. The Verge and multiple tech blogs covered it. Downdetector showed a spike of 12,000 user reports.
“Asana down: platform outage affects thousands of European teams for 6+ hours during peak hours”
Trigger rule
What happened, minute by minute
Results
340
Demo requests in 8-hour window
vs. 12 on a normal day
23
Demo-to-trial conversion rate
converted to paid trials
€4.10
Cost per demo
vs. €38 average
“This was the best acquisition day in our company's history. 340 demo requests. I had set up the Asana outage rule months earlier and honestly half-forgotten about it. When I saw Max's Slack ping I thought it was a joke. It was not.”
— Head of Growth, B2B SaaS, Rotterdam
A decade of overcharging exposed — 510 switches in 4 days
Who
Volta Energy — growth lead Noor Al-Rashid, Amsterdam. Neo-energy challenger, competing against Vattenfall, Eneco, and Nuon.
What happened
At 07:55, RTL Nieuws published an investigative piece revealing that Vattenfall had systematically overcharged customers on fixed-rate energy contracts for years — in some cases by €300–800 per year. Hundreds of customers demanded refunds. The story was picked up by all major Dutch news outlets within 2 hours.
“Vattenfall rekende jarenlang te veel bij vaste contracten — honderden klanten eisen geld terug”
Trigger rule
What happened, minute by minute
Results
510
Energy contract switch requests in 4 days
vs. 60 baseline (8.5×)
€28
Cost per switch
vs. €85 average
11 days
Full news cycle captured
3 rule firings across follow-up articles
“The story ran for 11 days. Mentione fired three times — once on the original piece, once on day 5 when NRC did their analysis, and once more when RTL published a consumer rights follow-up. We captured the entire news cycle. A manually managed campaign would have caught 2 days at most.”
— Growth lead, neo-energy challenger, Amsterdam
No code. No engineer. No waiting for approval. Just a monitor, a condition, and an action. The rest is automatic.
15 min
Avg. time from news to live ad
across all scenarios above
3.8×
Avg. ROAS improvement during window
vs. baseline campaigns
5 of 6
Scenarios where team was unavailable
asleep, commuting, or in meetings
The trigger rule that fits you
E-commerce brand
"If Competitor X sentiment < 30 → activate response campaign"
Built for e-commerces →Performance agency
"If client competitor urgency > 80 → enable challenger creative"
Built for performances →Challenger scale-up
"If market leader sentiment < 25 → fire acquisition campaign"
Built for challengers →No credit card · Cancel any time · Set up your first rule in 10 minutes