Elevating Digital Engagement for a Personal Care Brand Across ANZ With Drupal and Acquia

Our client, a personal care brand active across ANZ, faced growing pressure to meet the rising expectations of digitally savvy consumers and respond to competitive digital channels in the region. Despite having a presence in 64 countries globally, the company’s technology stack was constrained by a fragmented, high-cost IT infrastructure. It lacked systems to track user preferences and relied heavily on manual, repetitive processes. As a result, the business struggled with unreliable data, fragmented customer insights due to the absence of a unified customer view and low engagement across key growth markets such as Australia and New Zealand, where digital maturity is high and customer expectations for personalised, experiences are well-established.

To address these challenges, the client partnered with Material to develop a centralised, single-codebase platform. This platform-centric approach would enable a 360-degree view of the customer to improve experiences, support targeted promotions and strengthening brand relevance across the client’s online presence in the digitally mature ANZ market.

Material migrated the client’s brand sites in Australia and New Zealand to a centralised digital platform, with a revamped user interface and reduced technology licensing cost, within six months. From day-one of launch, campaign management was fully automated, enabling seamless execution and optimisation.

The new platform allows our client’s marketing teams to track customer journeys and capture crucial insights, such as what customers prefer and where they drop off. Visibility into these movements and cart abandonments enable the marketing teams to plan and target campaigns more effectively, track what works and respond faster to shifts in customer behaviour – all critical for keeping pace with the high digital expectations in the ANZ market.