Transforming FrieslandCampina’s Content Value Chain for impact, efficiency, and scale
FrieslandCampina is a leading global dairy cooperative known for its commitment to quality and innovation across its diverse portfolio of brands. To support its ambition of driving more relevant, high-quality digital marketing campaigns in a cost- and time efficient way, FrieslandCampina partnered with Full Force Digital to optimize and automate their Content Value Chain. This program holistically transforms content strategy, technology, data, and processes, enabling marketers to work smarter and more efficient while driving stronger engagement.
Full Force Digital supported uniting stakeholders bringing together the enabling functions and Business Marketing. We designed and kicked off a holistic phased content transformation program that was sparked by four MVPs (AI-driven campaign content transcreation, digital twins packshots, brand portal, and content syndication PIM), harmonizing workflows, and introducing new capabilities for segmentation, personalization, and automation.
The enhanced and automated content value chain allows FrieslandCampina to shorten its time-to-market, improve brand consistency, and enable marketers to concentrate on strategic activities while significantly reducing the hours required. By connecting processes and leveraging automation, the organization can step-by-step deliver more relevant, personalized messaging, drive stronger customer engagement, and achieve more results with a smaller workforce.
Ad de Goeij
Global Director IT Commerce
FrieslandCampina is one of the world’s largest dairy cooperatives, based in the Netherlands. With a presence in more than 100 countries, FrieslandCampina delivers a wide range of dairy products and ingredients. The company is committed to nourishing people and driving sustainable growth through innovation
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