Success Story
Helping Henkel Think Big-Picture
Global consumer goods giant Henkel wanted a hands-on tech partner for an efficient migration to Adobe Campaign. They got that—and more.
Industry
Consumer goods
Date delivered
Ongoing
Length of project
5+ years
Solution provided
Adobe Campaign Migration and Optimisation
Technology
Adobe Campaign, Adobe Experience Cloud
The Project
Henkel oversees a global house of household brands (Schwarzkopf, Persil, and Purex to name a few). Their top marketing brass saw the need to develop customer-centric systems in this new, cross-border era of business. But they weren’t clear on how to achieve it.
That’s where we came in. Tap CXM and our Adobe partners started with a sprint project to deploy Adobe Campaign Standard across 10+ countries. Since then, we’ve been working with Henkel in a consulting capacity (plus tech implementation and training) to migrate, integrate and automate their CXM capabilities, enabling individual brand teams to function more efficiently and deliver better customer-centric comms.
The Challenge
Maturing Henkel’s CXM capabilities required us to solve several key challenges:
- Scalability: Henkel needed a solution to handle the diverse needs of multiple brands working independently across different markets.
- Data integration and management: Standardising data, separating access rules and rights, and strengthening cross-border compliance required a complex data structure.
- Efficiency: The migration was important for streamlining campaign creation and saving time.
A like-for-like migration would only take Henkel so far. Even with solving technical complexities. So, we took the lead on discovering business needs and translating them into practical, scalable, value-added, customer-centric solutions.
In order to implement a scalable, future-friendly solution, we needed to look past how Henkel’s teams used their old systems. We needed to understand what they were trying to achieve. With that clear, we could build a custom Adobe Campaign solution (quickly, as requested), migrate data across, and began training key users in 11 countries.
Tech migration and data integration established a solid functional foundation. This enabled Henkel to think long-term about customer engagement. To make sure they could implement the ideas that came up, we trained 30+ people (so far) to be self-sufficient in Adobe Campaign. We eliminated process dependencies. We supported Adobe Experience Manager and Adobe Experience Platform integrations. And we’re still going.
The Results
Our collaboration with Henkel has led to remarkable outcomes, transforming their CXM operations and enhancing their global reach.
- Engaged 157,000 more customers, more than doubling Henkel’s reach and influence.
- Enabled real-time segmentation and A/B testing for the first time in Henkel’s history.
- Expanded Henkel’s ‘engaged customer’ database by more than 2x.
- Trained over 30 users across 11 countries to deliver localised yet cohesive marketing experiences
- Handled over 369 support requests, from user journeys to bug fixes to new features.
Ultimately, our role has evolved from tech implementation and data integration specialists to trusted business consultants. We’re still working with Henkel to discover value-adding opportunities and transform them into practical CXM solutions within a matured Adobe-first stack.
