Enterprise consumer brand scales insights‑driven marketing, achieves $10 million in efficiencies

Challenge

A global enterprise consumer brand serves millions of customers daily across a vast physical and digital footprint. As a highly trusted brand in its category, the organization sought to translate its long‑standing commitment to community well‑being into a fast‑moving digital environment.

As customer expectations began evolving in real time, the company's enterprise content team identified a critical opportunity to unify disparate data sources — including real‑time social signals, audience trend data, and consumer feedback from thousands of locations — into a single, insight‑driven operation.

The team initiated a company‑wide marketing transformation, shifting from traditional, product‑led campaigns to a more audience‑centric approach powered by real‑time intelligence and automated content production. This transition enabled the brand to adapt during a period of broader market uncertainty while reinforcing its role as a trusted, community‑focused presence, strengthening connections with the audiences it serves.

Solution

To bring this audience‑centric vision to life, the company unified its insights, planning, and production workflows on Sprinklr’s unified customer experience management (Unified‑CXM) platform. A series of cross‑functional workshops and trainings helped establish a data‑driven operating model and ensure teams understood how the transformation would enable faster, more relevant content at scale.

Real‑time insights power campaign planning 
The enterprise content team used Social Listening from Sprinklr Insights to create 80 listening topics across brand, competitor, merchandise, and jobs categories. They paired this intelligence with ratings and reviews from thousands of locations and filtered all insights through the lens of the company’s core audiences.

For the first time, the team had real‑time visibility into what their audiences were asking, buying and discussing. This allowed them to replace legacy survey data with current, actionable intelligence. These curated insights were embedded directly into campaign planning and became a daily resource rather than a quarterly exercise.  
 
Integrated campaign views streamline collaboration 
With insights centralized, teams shifted to integrated campaign views within Sprinklr, moving away from offline workflows and manual brief creation. Marketers began generating briefs directly inside the platform — pulling together research, insights, and audience understanding — so everyone could collaborate in one place. This shift created shared context, shared data, and shared visibility across functions, enabling more connected and efficient campaign development.

Automated workflows scale production across the enterprise 
The content team then re‑engineered its production operations. The marketing engine now runs on 35 automated workflows supporting campaign planning, content calendaring and approvals — coordinating more than 200 users across nine teams and six channels. Team members submit content needs through Sprinklr intake forms while project managers route work to agency partners.

Role‑based dashboards track every task, approval, and deadline in one place. What once relied on email chains and manual follow‑up is now fully transparent and measurable, with reporting on SLAs, milestone progress, and review cycles providing a clear view of how work moves across the enterprise.

Outcome

The company’s shift to an audience‑centric, data‑driven marketing model delivered measurable impact across its content operations and strengthened its ability to serve its communities with greater clarity and speed.

• Accelerated content creation: Unified and automated workflows cut content production time in half.
• Streamlined approvals: Average content review cycles decreased from 3.4 cycles per asset to 0.5 cycles per asset — an 85% reduction, with many assets now requiring no review at all.
• Strategic resource reinvestment: By replacing traditional research methods with real‑time intelligence, the company realized an estimated $10 million in efficiencies — improving data quality and enabling reinvestment in higher‑value initiatives.

These gains created a more connected and transparent content ecosystem, with clear visibility into workflows, milestones and review cycles. With consistent, real‑time audience intelligence embedded throughout planning and production, teams could operate with greater agility and alignment while staying closely attuned to customer needs. 

The impact extended beyond operational efficiency. This new model deepened the company’s mission and supported its return to its longstanding heritage as a trusted community-focused brand.