The Challenge 

With tens of thousands of locations worldwide, including gas stations and retail shops, an energy company operates across a wide range of customer touch points. Coordinating paid media and managing online reputation for such a vast and decentralized footprint required technology that could support efficiency, consistency and global scale across multiple markets and ad accounts. 

Recently, the company looked to transform its global paid media strategy, with particular focus on creating a high volume of Meta Saved Audiences. The audiences needed to be standardized and centrally accessible to media buyers working across multiple markets and ad accounts — ensuring consistency and operational efficiency. 

Meta’s platform offers powerful audience targeting capabilities that have been central to the energy company's digital strategy. As the company's global footprint has expanded, managing large volumes of saved audiences across accounts and countries became increasingly complex. The process required significant coordination and manual effort, which introduced opportunities for improvement. As the company’s digital marketing lead explains, “We were hoping there might be a simpler way to create all those audiences, adjust them as needed and make them available across all markets and accounts.”

The team set out to find a scalable, centralized solution to streamline audience creation and deployment across a complex, multi-market media ecosystem. 

The Solution 

To streamline social media ad operations in Meta and ensure consistency across markets, the company turned to Sprinklr Marketing, an AI-powered marketing and advertising platform, to standardize and manage saved audiences at scale.  

Using Sprinklr, the team automated previously manual processes by bulk importing all audience segments into the platform and applying tags for easy organization and retrieval. This eliminated the need for repetitive setup tasks and reduced the risk of human error. With these capabilities, the team now manages social media operations across multiple markets and accounts through a single, unified platform — saving time, improving accuracy and ensuring consistent execution globally. 

Creating global audiences without manual labor 

By automating manual processes with Sprinklr, the team has significantly reduced the time required for campaign setup and execution. 

Using Audience Imports, the company created and replicated 16 standardized segments across 56 Meta ad accounts from multiple countries. These efforts totaled 896 Meta Saved Audiences that the firm’s local team members could use. 

“The adoption was quite fast,” says the digital marketing lead. “Once our audiences were available on the Sprinklr platform and all the traders and media managers knew they had those audiences available, they started using them straight away.” 

Building audiences 10x faster 

The bulk Audience Imports within Sprinklr saved 54 hours of work for the team. It also reduced the time to build saved audiences to less than 25 seconds per audience — 10x faster than their previous process. 

The significant time savings in campaign setup and execution allows the digital marketing team to focus on strategic reporting and insight gathering for the company. 

Reducing the risk of error 

With Sprinklr, users can select individually planned audiences from a centralized dashboard, which improves efficiency and minimizes the risks of inconsistent audience parameters. 

“We expect this setup to significantly enhance our processes by ensuring consistent audience segmentation across markets while reducing manual effort and potential for error," explains the digital marketing lead. "It will also save our media buying teams a lot of time — they won’t need to create broad audiences from scratch, since these will be saved and readily available." 

To date, there have been fewer mistakes and missing components across the company's hundreds of audiences compared to the group's previous process. 

The Outcome 

With Sprinklr supporting the company's global advertising audiences, the marketing team has saved time, cut tasks and consolidated information into a single source of truth. The team has reallocated time from managing manual tasks to resource planning and optimizing media buying strategies, resulting in better reporting, stronger insights and more confident next steps. 

In addition to supporting the company's current needs, Sprinklr also supports future growth. The company's digital and social media lead says that Sprinklr Marketing sets the stage for expanding the company’s digital engagement strategies, ensuring it has the tools to adapt and grow in an evolving digital landscape. 

“We’re very interested in testing other Sprinklr features, like smart bidding and campaign budget allocation,” he says.