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

For our client, a personal care brand present across 64 countries, intensifying consumer expectations and digital competition were making it increasingly difficult to stay relevant across high-priority APAC markets like Singapore, the Philippines and Indonesia. The existing operating model was struggling to keep pace. A fragmented, high-cost IT infrastructure left the business without systems to track user preferences, forcing them to rely on manual, repetitive processes. The absence of a unified customer view led to poor data quality and inconsistent insights, resulting in low engagement across some of its most promising APAC markets.

At a critical moment for growth, the client engaged Material to build a centralized, single-codebase platform that would simplify operations, unify customer data and strengthen engagement across every digital touchpoint.

Establish the foundation: We built a centralized, multi-site, multi-regional platform on Acquia using Drupal to support content and customer relationship management. A single-codebase architecture ensured scalability across markets. The reusable component library, built on Acquia Site Studio, gave content teams a consistent and intuitive way to manage and publish across all sites.

Integrate commerce into the experience: Existing e-commerce sites were migrated to the new platform. A third-party multichannel e-commerce solution was then integrated along with tools like MikMak, Bazaarvoice and Wyng to drive purchases and track product and communications preferences seamlessly across channels.

Design for compliance and data integrity: A robust tech architecture was purpose-built to support regional compliance requirements and protect zero-party and first-party data protected.

Turn data into relationships: Customer data, including purchases, campaign details and user details, was brought into Acquia Campaign Studio to power smarter CRM. A structured framework for user management and content architecture was designed on the platform to make every communication more targeted and every campaign more efficient.

Make every interaction personal: With the data infrastructure in place, we used Acquia Campaign Studio to design new customer journeys, map product preferences and deliver personalized marketing across channels, so every touchpoint felt relevant to the individual, not the crowd.

The results were immediate and measurable. Multi-region brand sites were migrated to the new platform in just six months, complete with a revamped user interface. From day one, campaign management was fully automated, cutting technology license costs and enabling seamless execution and optimization without delay.

The deeper impact was in how the client could now understand and serve its customers. A 360-degree view of the customer unlocked insights into preferences, category movements and trends around drop-offs and cart abandonments, enabling personalized journeys, stronger brand equity and more targeted promotional activities. What followed was a more streamlined marketing operation: sharper efficiency, stronger control and end-to-end tracking across every campaign.