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

Our client, a personal care brand active across APAC, faced growing pressure to adapt to increasingly complex consumer expectations and competitive digital channels. Despite its presence in 64 countries globally, the company’s tech stack faced challenges from a fragmented and high-cost IT infrastructure. It lacked systems to track user preferences and relied on manual, repetitive operational processes. As a result, the business struggled with poor data quality, inconsistent customer insights due to the absence of a unified customer view and low engagement in some of its most promising and high-priority markets, including Singapore, the Philippines and Indonesia.

To address these challenges, the client partnered with Material to develop a centralized, single-codebase platform. This platform-centric approach would provide a 360-degree view of the customer to improve experiences, support targeted promotions and reinforce brand relevance across the client’s online presence.

Material successfully migrated the client’s multi-region brand sites to the new digital platform, with a revamped user interface, in just six months. This centralization reduced technology license costs and from day-one of the launch, campaign management was fully automated, enabling seamless execution and optimization across diverse markets.

Beyond operational efficiencies, the platform offered deeper visibility into customer interaction across the purchase journey, including preferences, category movements and patterns related to drop-offs and cart abandonments. Marketing operations became more streamlined, improving efficiency, control and tracking.