Energizer

The Client

Energizer Holdings, Inc. is one of the world's largest manufacturers and distributors of primary batteries, portable lights, and auto care products. With a presence in nearly every continent, they are a growing global company. 

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The Situation

When their marketing team implemented their digital asset management (DAM) solution, Acquia DAM, in 2015, they consolidated numerous siloed storage locations and tools into a centralized solution. The system quickly became the single source of truth for all of their brand and marketing content. Peggy Green, Assistant Manager of Creative Services at Energizer Holdings, shared, “We call our DAM system the Hive because it is just a very busy place — assets are going in and out all the time.”

The Challenge

Since then, the company has seen significant growth. “Energizer Holdings is best known for the Energizer batteries,” said Peggy, “but we are a multi-branded company.” In fact, they now house numerous brands — and with each acquisition, comes new teams, workflows…and content.

The Solution

To support this continual growth, Peggy’s team needs strong, flexible, and connected tools. And with Acquia DAM at the center of their content operations, they are positioned to keep pace with organizational change.

A single, centralized content repository

Energizer’s DAM strategy begins by using Acquia DAM to store and manage all final brand and marketing assets. Content in the Hive includes everything from social videos and TV commercials to packaging files and deployment plans.

This ensures that everyone across their global marketing team knows where to find current content. Since their DAM system launched in 2015, their users have grown from less than 100 to over 1,000 — across marketing leadership, graphic designers, sales teams, and even external creative agencies — and they all know that assets in the DAM system are approved for use.

In addition, Energizer integrates Acquia DAM with other essential solutions. This allows assets stored in the DAM system to be synced across their martech stack, creating a more coordinated and automated content supply chain.

Flexible metadata 

With each new acquisition, Peggy’s team develops a plan to ingest that brand’s marketing assets into the Hive which is no small task. After all, “you’re going to have totally different metadata for a battery than you will for a refrigerant.” But with Acquia DAM’s flexible and robust metadata capabilities, she’s able to add dependent fields to accommodate new products. “You have to find the commonalities,” she said, and go from there.

Making strategic additions to their metadata schema to organize new content — and keep it in one system — works really well for Energizer’s marketing department, where employees often change roles between teams and brands. Because Acquia DAM is used to store and manage all final content, regardless of brand, it is cemented in workflows across the organization. “You can get to any of the brands that you need, for any of the regions that you have access to, very quickly — within a matter of three clicks,” said Peggy.

Trusted partner

Over the years, Energizer’s DAM system has grown from roughly 30,000 assets to over 200,000. And when Peggy’s team needs a little extra administrative support to organize new content, she leverages Acquia’s DAM strategy services. This team has helped Energizer eliminate file duplicates, create a DAM system site map, and build custom dashboards in the Insights application. “They know their stuff!” said Peggy. “And they can do it very quickly.”

The Results

Unified brand experiences

With Acquia DAM, internal teams and external agencies across their family of brands all use approved assets to build a cohesive customer experience. “We have people that access the DAM system from our marketing leadership team all the way down to the sales team and R&D,” Peggy said. “It is a powerful system that is used constantly…and is very important for everyone, especially because we’re a global company. People know that they can get what they need.”

Continual ROI

As the volume of assets in Energizer’s DAM system continues to grow, so does their return on investment. And as their content operations evolve, they will look for additional platform integration opportunities to extend the value of Acquia DAM across new workflows.

Workflows that are built to scale

The defining elements of Energizer’s DAM strategy — a flexible metadata structure, system integrations, and a trusted partnership with Acquia — ensures that their DAM system will scale with their evolving business needs and growth. “We would be lost without our DAM system, honestly. It’s a vital part of our business,” Peggy shared.