Cutting content waste at global scale: a measurement framework for a major FMCG brand
Waste found
At asset level
Budget
Redirected to top performers
Faster
Global programme ramp-up
The challengeA global FMCG brand needed a measurement framework to track content performance and eliminate waste across a complex global estate.
Service lines
Reporting & MeasurementStrategy & Transformation
The outcomeTop-performing assets identified, waste reduced, and a global measurement programme deployed, accelerating adoption and smarter investment.
Client Situation
- A Global FMCG Brand were reviewing their digital content management process with a view to define a new Global Measurement Framework and to deliver a set of processes, enabled by technology, to aid with content planning, creation, transformation, utilisation and performance tracking and reporting at an asset level.
- Due to the scale of the programme, a clear global strategy was required, supported by a detailed roadmap for the first 6 months, establishing an MVP and baseline deliverables.
Our Contribution
- From a creative concept to publishing, Loop Horizon carried out a thorough discovery spanning data, technology, people, and process along the entire end-to-end content supply chain, determining the as-is state and gap analysis.
- Gave an overview of the Global Measurement Programme's guiding principles and an implementable, ready-to-use plan for the first six months of the programme's execution, which sped up the ramp up.
- Created a tracking and reporting MVP that gives markets visibility into individual content performance as well as global asset utilisation and waste.
Results
- As a result of the engagement, the client was able to identify wastage in content production.
- The top performing assets identified informed future content development, allowing cost savings to be re-invested in top performers, thus making marketing channels work even harder.
- Clear programme scope, workstreams, milestones and timelines were defined and communicated to key business stakeholders, accelerating GMF programme ramp-up and business adoption.
- Technology and data solutions, as well as internal and external resource requirements were outlined to ensure a successful programme delivery, mitigating risk for a large-scale programme up-front.
"
Loop's clear strategy and sharp insights drove faster adoption, smarter investment, and lower risk.Director, Marketing Technology