CASE STUDY: Global FMGC
PRODUCTS: Campaign Manager | Display & Video 360 | Search Ads 360 | Google Analytics 4 | Google Cloud
The Challenge
With a complex mix of 42 markets, each with more than 14 brands at different stages of their data & tech maturity, this global FMCG leader partnered with PM Dragonfly to help devise a strategy that would maximise GMP potential, drive feature adoption across markets & realise tangible performance value from their data & tech initiatives.
The Goal
To accelerate the Client’s digital Marketing maturity across multiple markets, leveraging Marketing automation to maximise first-party data opportunities and media effectiveness.
The Solution
We first ran multiple market maturity assessments, subsequently developing a detailed solutions architecture and data & tech roadmap. We created a structured plan that realised value in the short, medium, and long-term.
We then implemented a Marketing automation programme to unlock the Client’s first-party data, putting GA4 at the heart of the Client’s tech stack, connecting their Cloud audience capabilities solutions into GMP, and finding new opportunities to drive media effectiveness through improved features adoption.
We implemented a global GMP service desk and governance facility. This covered GMP licensing across 42 markets and ensured consistent and optimal use of the GMP stack. We further empowered the Marketing teams across these territories by implementing an industry-leading and bespoke adoption and training programme.
The Results
+28% | +45% | 90% |
Increased audience engagement with custom bidding automation | Increase in website visits progressing to lower-funnel actions when compared to traditional bidding campaigns | Training participants’ 5* satisfaction score rating |