How campaign deployment time can be decreased through dashboards

A multinational company in the health-conscious sector sought help with promoting their cigarette alternative brand across a global market. With operations spanning multiple countries, the company needed an efficient and collaborative solution to manage their campaigns and ensure compliance with local regulations and cultural standards. They faced significant challenges in communication between international teams and in streamlining their campaign approval processes.

Challenge

The brand faced several operational hurdles that were slowing down their global marketing efforts. One of the key challenges was the time-consuming process required to create, approve, and deploy campaigns across various countries, each with its own legal requirements, languages, and cultural nuances. The lack of a centralised system for campaign management and communication between international teams further contributed to delays and inefficiencies.

To stay competitive and ensure a smooth global launch of their cigarette alternative products, the brand needed a solution that would streamline communication and approval processes, while also enabling faster deployment of marketing campaigns.

Objectives

The brand wanted to use advanced dashboard technology to:

Solution

To meet the brand’s needs, they implemented tailored dashboard technology that centralised communication, data management, and marketing approvals across their global network. The dashboard allowed for real-time collaboration, enabling different departments—from marketing to legal—to work together efficiently, no matter where they were located.

Interactive kiosks were also deployed in select markets to showcase new product launches, offering a hands-on experience for customers while providing real-time feedback and analytics. This system allowed for:

• Streamlined communication between international teams, enabling faster approval and deployment of campaigns.

• Real-time data access from a centralised dashboard, which could be used to monitor campaign success and make immediate adjustments.

• The ability to approve languages, laws, and cultural standards in each market and deploy campaigns promptly, ensuring compliance and relevance across diverse regions.

Results

The brand saw significant improvements after implementing Merlin Cloud’s advanced dashboard and interactive kiosk technologies. They were able to:

• Deploy marketing campaigns in 25 languages across 20 countries, ensuring localisation for each market.

• Cut down the time needed to deploy campaigns from 3 months to just one week, a significant improvement that enhanced their ability to stay agile in a competitive market.

• Reduce communication delays between international offices, allowing for faster approvals and a more efficient workflow.

These improvements resulted in more effective campaigns and quicker responses to market demands, ultimately boosting the brand's presence in their target markets.

Conclusion

By utilising a centralised CMS, advanced dashboard technology, and interactive kiosks, the company was able to streamline their campaign management process and improve global communication. The real-time data provided by the dashboard enabled the brand to make informed decisions about ongoing and future campaigns, ensuring that each market's unique requirements were met quickly and efficiently.

With these systems in place, the brand was able to reduce bottlenecks, ensure faster approvals, and deploy more effective marketing campaigns, helping them achieve their business goals in the global market.