Dedicated to bringing health through food to as many people as possible, Danone is a leading global food and beverage company built on four businesses: Essential Dairy and Plant-Based Products, Waters, Early Life Nutrition, and Medical Nutrition. With products sold in over 120 markets, the company generated sales of €24.7 billion in 2017.
In Brazil, Danone Nutrícia has more than 10 brands, and each brand has its own management and marketing areas. Over the years, each brand developed its own digital ecosystem with different agencies and different platforms. Key visuals lacked brand consistency, communication was occurring without relevancy and there was lots of technology but little standardization. As a result, customers were unable to understand brand values. Additionally, the company faced challenges with time to market and scale, as well as high maintenance costs. Danone realized this was not a sustainable situation.
Danone faced many challenges. First, it needed to empower and engage its business and brand teams to manage all of its sites with low IT dependence. And it needed to streamline its 29 sites on different platforms down to just 10, simplifying its digital ecosystem, and, in the process, creating a structure that would allow for the quick creation of new landing pages and hot sites. All of this was part of the company’s overarching goal of creating a “masterbrand,” Danone Nutrícia, for all websites from a base structure, and enabling a customer to easily journey across all websites (and analytics to easily follow them). Finally, the new site had to integrate with Danone’s existing CRM and Magento Commerce.
Danone tapped Just Digital Web Solutions Informatica e Comercio Ltda to lead its digital transformation. The team created more than 75 components using Acquia Site Studio, integrating the key visual and communication for all brands. Danone’s marketers now have more flexibility to manage content and create new sites and new pages. Acquia Cloud Platform and Site Factory manage and monitor all websites, and the site integrates with Magento Commerce. Additionally, the Just Digital Web team centralized the lead database using Acquia Personalization and Acquia Campaign Studio, integrating all of the brand's websites and allowing Danone to segment visitors and create more effective campaigns.
Danone’s results have been significant. Time to market was accelerated using Site Studio, which allowed the company to create 9 websites in 6 months; in fact, new sites are now created in 1 to 2 weeks. The company is now able to allow agencies to work autonomously using their standards and has enjoyed significantly reduced costs from its previous Adobe stack and eliminating 19 websites.