Growing business with faster digital promos.
Adobe.com team reduces time and stress of major promotional campaigns with Adobe Workfront.
97%
Faster promo plan development by taking advantage of campaign management templates
Objectives
Accelerate time to market for major digital promotions, such as Black Friday and Back-to-School
Automate manual tasks, reducing opportunities for errors and allowing stakeholders to spend more time focused on strategy
Encourage greater collaboration and visibility for stakeholders while preventing unauthorized changes to the promo plan
Results
Reduced SLAs for promos from 10 weeks to 6 weeks while executing on up to four promos simultaneously
97% faster promo plan development by taking advantage of campaign management templates
Automated manual tasks with Workfront Fusion, such as generating URLs, assign calls-to-action, and entering offer details
83% less time spent packaging content, 88% less time activating content as everything can easily be found in one location
Big promotional campaigns aligned with holidays or events such as back-to-school can bring in major revenue for companies. But running those promotions is no easy task. At Adobe, dozens of stakeholders from across teams — marketing, design, web, legal, and product management — need to collaborate for promotions to be successful.
“We run two to four online promotions per quarter for each of our four regions, adding up to well over 30 promotions every year,” says Nick Lam, Principal Product Manager for Adobe.com. “Sometimes we launch multiple promotions simultaneously to attract more attention, and some of our biggest, like Black Friday, are coordinated across all regions globally. There’s a lot at stake in making sure we get everything right and optimize experiences for customers so that we can continue to grow our revenue.”
A small team of just half a dozen marketers for Adobe.com work with stakeholders across the company to bring these critical promos to life online. The team previously used spreadsheets to track campaigns which were difficult to manage. Each spreadsheet might have up to a dozen stakeholders working on it. Anyone could change, delete, or reformat it, and a great deal of time was spent copying information between the spreadsheet and other internal systems.
The team decided it was time to accelerate promo creation and streamline management with Adobe Workfront. The collaborative work management platform now acts as the central hub where all stakeholders can view a project, align expectations, and see progress. By using the native integration with Adobe Experience Manager Assets and Adobe’s backend commerce platform, as well as automations with Workfront Fusion, managing promos is now easier and faster.
“Workfront encourages greater collaboration with marketing, development, and studio teams to reduce miscommunications and deliver faster time to market for even the most complex promotions,” says Lam.
“We use the extra time and efficiency gained through Workfront to produce more — we’ve executed on four promos simultaneously when two would have been a struggle before.”
Nick Lam
Principal Product Manager, Adobe.com
Executing promos with efficiency
Workfront is now used as the source of truth for all promos in the Americas region. Pre-configured promotional plan templates allow the team to establish a standard project plan with just a few clicks. The template still allows for flexibility, giving stakeholders the ability to tweak requirements to fit the specific scope of each promo.
“We used to allocate five days for a marketer to develop a plan, but now we can create one in an hour or less,” says Lam. “This has allowed us to reduce SLAs for promos from ten weeks to six weeks.”
Dashboards capture, display, and manage all work for marketing, media, and web teams. Stakeholders can see the details of the offers, how they will be displayed on the web page, what elements need to be created or updated, and the progress of each step. Each user is assigned permissions based on their role, allowing them to view custom reports and adjust only requirements under their purview. Stakeholders can also assign team members specific tasks so that designers and developers know what they need to do and when.
“Previously we spent hours following up with stakeholders to figure out what had changed in the promo plan and who made those changes,” says Lam. “We now use the extra time and efficiency gained to produce more — we’ve executed on four promos simultaneously when two would have been a struggle before.”
“We’re trying to automate as much as possible with Workfront Fusion so that our web producers don’t need to spend as much time manually handling repetitive tasks, such as generating URLs or assigning calls-to-action to buttons. Automating these tasks will not only save hours of time but will also improve our creative work environment.”
Nick Lam
Principal Product Manager, Adobe.com
Savings hours with automation and optimized processes
Workfront Fusion adds a layer of automation to streamline project management even further. Stakeholders can search for offers from the commerce catalog and pull details directly into the project. This speeds up project creation by reducing manual data entry while reducing opportunities for error.
Any promo content update requests, such as adding new banners with images, are managed through the work management platform. The new assets are pushed from Adobe Creative Cloud into Experience Manager Assets, ready for publication. The team also implements shared experience fragments from Experience Manager Assets for elements such as popups or promo bars running across the bottom of a web page. The web production team can customize experience fragments quickly to create new promotional experiences based on the Design team's input. By making greater use of repeatable elements, compliance with brand standards can be maintained more easily.
“We’re trying to automate as much as possible with Workfront Fusion so that our web producers don’t need to spend as much time manually handling repetitive tasks, such as generating URLs or assigning calls to action to buttons,” says Lam. “Automating these tasks will not only save hours of time but will also improve our creative work environment.”
“With Workfront, we spend more time focusing on strategy rather than tactical management. We deliver promos with less stress and can continue contributing to business growth.”
Nick Lam
Principal Product Manager, Adobe.com
Executing faster from planning to publishing
The benefits of Workfront continue until the moment a promo goes live. With all information and assets available in one location, web producers spend 83% less time packaging content for localization — from one hour down to ten minutes. The team also spends 88% less time activating content when the promo is ready to go live. It now takes less than 30 minutes when it might have taken four hours before.
“Every promo we run, we try to do it faster,” says Lam. “With Workfront, we spend more time focusing on strategy rather than tactical management. We deliver promos with less stress and can continue contributing to business growth.”
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