PROJECT SHOWCASE

Integrating the Adobe Experience Cloud for Ford Europe

VML/WPP partnered with Ford to deliver seamless, personalized digital experiences across Europe. By integrating and tailoring the Adobe Experience Cloud, we enabled a consistent global user experience, optimized customer engagement, and improved marketing performance.

Client

Ford

Industry

Automotive

Key Technologies

Adobe Experience Cloud, Adobe Experience Manager, Adobe Campaign, Adobe Target, Adobe Analytics, Adobe Audience Manager

Project Type

Digital Experience Platform Integration & Personalization

Ford aimed to deliver seamless, personalized digital experiences and a consistent global user experience across Europe. VML/WPP initially built a platform for consistent website management, then focused on enabling personalization. Inspired by Ford's scalable production, the core solution involved tailoring Adobe Experience Manager and, uniquely, integrating multiple Adobe Experience Cloud elements (AEM, Campaign, Target, Audience Manager, Analytics) with first and third-party data. This allowed Ford to achieve a single customer view and deliver highly personalized content across all channels.

Our Challenge

Ford, a leading manufacturer of passenger and commercial vehicles, challenged VML/WPP to deliver seamless digital experiences at scale across Europe, aiming for a single, consistent global user experience. We initially built a technology platform for efficient website management, then focused on pioneering personalization to optimize customer engagement at every touchpoint.

Conversion rates up to 76% higher than in previous campaigns

Significant Conversion Rate Increase

An additional 4,400 conversions were generated with an unchanged budget

Increased Conversions with Unchanged Budget

Cost-per-lead down by 16%

Reduced Cost-Per-Lead

Our Strategic Approach

To deliver a seamless and personalized experience for Ford customers across Europe, VML/WPP implemented a multi-faceted solution centered on the Adobe Experience Cloud.

Tailored Adobe Experience Manager (AEM) Foundation: The solution's cornerstone was Adobe Experience Manager, a content management system providing all local markets with a basic toolkit for website creation. Recognizing Ford’s specific requirements, we tailored this out-of-the-box CMS by adding a bespoke site build accelerator and an authoring tool.

Unprecedented Cross-Cloud Connection: This involved connecting various elements of the Adobe Experience Cloud. a technical achievement nobody else had yet accomplished. We connected AEM, Campaign, Target, Audience Manager, and Analytics.

First and Third-Party Data Stitching: To drive one-to-one conversations with Ford customers, we integrated both first-party and third-party data sources. This was crucial for creating a single view of the customer across multiple channels, enabling Ford to serve up relevant content at the right time and on the right device.

Enabling Multi-Channel Personalization: The integrated system now enables Ford to automatically personalize content across multiple inbound and outbound communications, with the web being just one channel among many in the mix.