Serving as a fitting curtain call to yet another incredible Adobe Summit, last night saw an elite group of marketers earn the right to tell their clients, their co-workers, and even their mums, “I’m THE Experience Maker”.
Recognising nine pioneering brands, the Adobe Experience Maker Awards ceremony marked the culmination of a rigorous nomination and evaluation process and, of course, outstanding customer experience creation and delivery over the past year.
With so many entries representing the very best in digital and customer experience, pioneering innovation and stand-out results, selecting nine winners from such a distinguished group was, needless to say, a difficult task.
But ultimately, the winning brands were those that greatly exceeded expectations, delivering exceptional experiences to delight their customers, while simultaneously delivering tangible business value. So without further ado, the winners of 2019’s Adobe European Experience Maker Awards are (drum roll, please)…
Best Audience-Driven Experience: NOW TV
To support the online streaming service’s international expansion and steer users quickly towards content they love, NOW TV’s Data Intelligence team created leading-edge Python automation scripts, enabling them to deliver audiences at scale across every single paid and owned digital touch point, in one go.
Adobe Audience Manager’s API was the bedrock, saving the team a huge amount of time, improving campaign velocity and reach as part of their omnichannel audience strategy. This integration enabled them to tap into their data lake – Google Cloud Platform — to unlock data previously not actionable and deliver tailored experiences to even more users.
Best Commerce Experience: Helly Hansen
In 2016, the company launched on Magento Commerce via an integration with POS solution Magento Order Management, representing the biggest project hosted in the Magento Commerce Cloud to date. 35 stores now operate on the cloud installation, spanning seven languages, hosting a vast catalogue of 35,000 products per store, each of which possesses specific language options, payment methods, shipping rules, localised content and product availability.
Last year saw some remarkable results, including an increase in users and new visitors, and a significant increase in transactions and revenues.
Best Digital Experience: Philips
Content localisation is undoubtedly one of the most time-consuming tasks facing content authors. Creating a top-notch piece of content takes a huge amount of care and craft as it is, but painstakingly translating and refining said content to appeal to different countries and cultures can lengthen the process exponentially.
The Philips.com platform allows content authors to manage and build new experiences for various countries and markets. It’s capable of handling around two million pages across over 90 locales, in more than 35 languages, with around three to four thousand changes made daily, while boasting a component/template re-use ratio of about 99%. Using Adobe Experience Manager solutions, Philips.com pushes the limits with complicated workflows, end-to-end digital enrollment, and high content velocity.
Best Experience-Driven Campaign: DNA
In order to create a highly personalised buying experience, Finnish telecommunications company DNA teamed up with Adobe Campaign to create an automated, multi-channel experience for customers who are in the purchase window of a new phone.
DNA uses Adobe Campaign to create automated messages that are triggered by a data-driven AI prediction model, which evaluates and signals when a person is in the purchase window of a smartphone. These messages are highly personalised, including content such as the predicted phone model that the customer is likely to buy and the reimbursement value of their current phone. The results of this personalised approach speak for themselves: with an open message rate of up to 68% and units of phones sold to target groups up to 200% higher in comparison to a control group.
Best Integrated Advertising Campaign: Carnival UK, P&O Cruises
The paid ad world can be an unforgiving landscape. Only the most creative and human brands are the ones who thrive and survive. Using Adobe Advertising Cloud Creative across two separate campaigns, cruise operator Carnival UK has delivered a number of highly-targeted and creative ads against their key audiences to increase CTRs by an impressive 1.4% across standard display formats.
What’s more, the campaigns have yielded valuable insights into which audiences are responding to which creatives, meaning Carnival UK has access to priceless insights that can inform which specific top-performing creative, and during which specific timeframes, the company should be throwing its muscle behind. Its most recent campaign has driven over one thousand clicks in just two weeks, demonstrating the value of relevance.
Best Personalised Experience: Telegraph Media Group
Much was said when the UK’s biggest media publications began introducing paywalls and subscription services adapt to an increasingly digital-first news world. But by using Adobe Sensei’s machine learning capabilities within Adobe Target, the Telegraph Media Group is ensuring it’s delivering the right offer at the right time to each individual. The result is that the company is enjoying increases in subscription rates upwards of 15%, while also boosting the yield of the paywall per display by around 10%.
Powered by smart machine learning algorithms, the framework The Telegraph has since developed is enabling the media outlet to contextualise elements and test personalised offers, with results available almost instantly to continually tweak personalisation and ensure its award-winning journalism is consumed far and wide.
Best Document Experience: GSK
To meet changes in global regulations and create innovation, GSK needs to electronically and digitally sign documents. By implementing Adobe Sign, it makes it easier for users to create, sign and print documents both internally and externally; from any device.
Additionally, sustainability efforts are becoming more important to organisations including reducing their footprint and impact on the environment. To ensure GSK is more environmentally responsible by reducing excessive paper waste, specifically unnecessary and outdated paper-based work flows, the global healthcare company has deployed Adobe Sign, Adobe Document Cloud and Adobe Creative Cloud.
GSK has seen a managed rolled out of electronic and digital -Signature throughout the organisation, with the user base of the service growing from 1500 users in 2018 to 5000 Users so far in 2019.
Audience Choice Award Winner: Siemens (Netcentric, A Cognizant Digital Business)
Tasked with implementing a new dedicated assets management system for technology innovation company Siemens, digital experience business Netcentric used Adobe Experience Manager Assets system to migrate millions of assets, ensuring a seamless UI that would allow users to search and filter all content with ease.
After migrating a staggering 12 terabytes of assets (which equates to 12,000 gigabytes), Siemens is now equipped with an entirely new and separate digital asset management user interface, which acts as a reliable and clean single point of truth for content.
Best Data-Driven Experience: Manchester United & HCL Technologies
As one of the most widely-recognised football clubs in the world, Manchester United FC has millions of fans globally and over 150 million social media connections across 16 platforms.
Using Adobe, the Digital platform collects millions of data points, which form the basis for sophisticated, 360-degree insights on fans. The information mined from Adobe Analytics helps the club to better design targeted campaigns, helping to continually enrich the fan experience.”
Winning at the Digital Experience
The finalists and winners in this years’ Experience Maker Awards go some way in highlighting the incredible work Adobe customers are doing right now, and how that work is driving their businesses forward.
Even better, we know these levels of creativity, passion, and commitment aren’t just reserved for winners. We continually hear, and experience first-hand, the brilliant campaigns executed by a diverse audience of customers and partners. It’s inspiring to see organisations – and their experience makers – embracing the transition from customer-centric business transformation to true customer experience management.
Until next year, keep iterating, keep innovating, and keep pushing ahead.
See more stories from Adobe Summit and get inspired to become an exceptional experience maker.