case study: digital marketing ways of working

Unleashing Global Marketing Potential™

Digital Ways of Working Case Study • Unleashing Global Marketing Potential™

Driving Scale, Efficiency and Collaboration in Digital Marketing

Developing Global Digital Ways-of-Working for a leading FMCG Company

This case study has been disguised to protect client confidentiality.


Digital Ways of Working Case Study •

In Stakeholder Interviews, We Identified Several Improvement Opportunities in Digital Marketing

“The Global Digital Team is perceived as source of issues

and delays, not solutions”

“We stated our digital strategic intent, but don’t have a plan to get there”

“What is the role of the Global Digital Team?

To deliver scale through e.g. technical integration?”

“The Global Brand Teams are moving ahead without

aligned strategies, with various agencies and

conflicting briefs”

“Countries are investing into local technology solutions and workarounds to stay current and in touch with

consumers”

“There is little sharing among Global Brand Teams and countries

– and no simple way to do it”

“We don’t have clear ways of working, we treat some digital initiatives as global ad campaigns, but many

fly under the radar”

“Skill levels differ across markets, all depending on

personal interest and immersion in the topic”



Among the Identified Issues, the Key Priority Was to Improve the Global Digital Ways-of-Working

Digital Skills

Digital Systems

Digital Strategy

Scalability • Measurements • Digital Brand Purpose • …

Digital Marketing Module within Marketing Academy

Global Content Management System Global Website Analytics • Global Facebook Analytics

Digital Ways of Working

Role of the Global Digital Team

Campaign Types

Processes by Campaign Type

Responsibilities by Campaign Type

Key Templates & Tools

Decision Meetings and Exchange Forums

Weekly, Monthly & Quarterly Meeting Cycle

Focus of this Case Study

Identified Improvement Need





We Structured the Project in Four Phases, from Strategic Clarity to Process Embedding

Define the Role of the Global Digital Team

Identify Typical Deliverables and Key

Campaign Types

Develop the Detailed Processes and Tools

Kick off the Global Embedding

Workable Processes and a Simple Calendar

Approach

Practical Approach to Different Kinds of Digital Campaigns

Embedding that Connects all Digital

Practitioners

Clarity in Scope and Project Objectives



First, We Defined the Role of the Global Digital Team Based on Digital Strategy and Benchmarking

Level of Global Creation of Content and Assets

Best Practice & Expertise

HIGH: International team drives process, drives alignment between international and local

initiatives, builds capability

LOW: International teams ‘light-touch’ on process and alignment, local markets are

left to develop, produce & execute

Today

Tomorrow? Tomorrow?

Educate and enable local teams to develop

digital initiatives?

Create global digital campaigns?



Next, we Segmented the Key Campaign Types and Developed a Modular Digital Campaign Process

GLOBAL CAMPAIGNS

CAMPAIGN TYPE B CAMPAIGN TYPE C CAMPAIGN TYPE D

GLOBAL DIGITAL TEAM

Consults from brief to execution and supports the global brand teams

in areas 1, 2 and 3

Provides input … … (Global team is copied

on the brief)

LOCAL DIGITAL / BRAND TEAM

Adapts the execution for the local market, ensuring touchpoint

relevance and ….

Limited adaption … … Local team leads …

1. Defining the Campaign Types

1. Campaign Brief

2. … 3. …4. Digital

Creative & Asset Develop.

5. Digital Testing & Research

6. …7. Country Roll-Out & Adaption

8. …9. …10. Campaign

Review & Evaluation

Identify Need Development

ProductionExecution

1 2

34

Signed off by ….

Presented at Meeting …

2. Building the Digital Processes per Campaign Type

Full Process and RASCI Simplified Processes for Non-Global Campaigns

+ 1. Campaign

Brief 2 . … 3. …

4. Digital Creative &

Asset Develop.

5. Digital Testing & Research

6. … 7. Country Roll - Out & Adaption

8 . … 9. … 10. Campaign

Review & Evaluation

Identify Need Development

Production E xecution

1 2

3 4

Signed off by ….

Presented at Meeting …



Each of the Campaign Process Steps Is Supported With Clear Tools and Templates

e.g.

Global-Local Digital Briefs

Aligned with Global Brand Teams and Key Countries, to be

circulated after each initiative

Aligned with Global Brand Teams, global advertising agency and

digital specialists

e.g.

Toolkits for the new Meetings

e.g.

Campaign Evaluation Templates

Ownership, participants and regular guests

Suggested Agenda Topics

Outputs and Summaries

“Meeting in a Box” with all required elements

Disguised Illustrations



Additionally, We Created Meetings and Forums to Enable Global Digital Share & Reapply

Digital Champions’ Social Network

Reapply Calls (Ad hoc, ca. monthly)

Digital Market Days (Every two weeks)

Key Topic Calls (Monthly)

Global Brand Teams

Local Digital Experts

Global Digital Team

Internal social network that

connects digital practitioners

Lead by the Global Digital Team, one

country shares best practices with

prospective reapplication countries

One-on-one consultancy

between the Global Digital Team and a

specific country

Centered around a key topic or key

brand, e.g. technical developments or upcoming digital

initiatives

Continuous re-connection and sharing among all digital practitioners



The Result: Global and Local Digital Teams Are Enabled and Equipped to Move Forward

Digital Skills

Digital Systems

Digital Strategy

Scalability • Measurements • Digital Brand Purpose • …

Digital Marketing Module within Marketing Academy

Global Content Management System • Global Website Analytics • Global Facebook Analytics

Digital Ways of Working

Role of the Global Digital Team

Campaign Types

Processes by Campaign Type

Responsibilities by Campaign Type

Key Templates & Tools

Decision Meetings and Exchange Forums

Weekly, Monthly & Quarterly Meeting Cycle

More clarity on roles and process across all levels

Higher speed in digital execution, while keeping visibility for global marketers

Share and reapply to repeat successes, not mistakes

Improved brand consistency

Allows usage of common tools & platforms


Nuromol Gemini Analysis •

Thank you

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[email protected]


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case study: digital marketing ways of working

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