How Philips uses Sprinklr to work with 100 agency partners across the globe
The Challenge
As a leading health technology company, Philips was facing challenges managing the creation, distribution, and analysis of its social advertising. As a large, complex organization, Philips’ social advertising campaigns involve working with approximately 100 independent agency partners located across the globe in more than 30 countries.
With agency partners working independently on creative, strategy, or reporting for the company’s advertising campaigns, Philips’ fragmented system of record made it difficult to gain full visibility into who was building creative assets or publishing content on behalf of the company.
Much of the company’s social advertising data and learnings were sitting in spreadsheets, either at Philips or with the agency partner. As a global company in the health technology space, where regulations are stringent, governance was proving to be another big challenge.
“We didn’t have a clear view of the market or performances,” said Anna Stoiloudi, Social Media Manager for Philips. “There were many inconsistencies in terms of reporting and how the different markets were calculating specific metrics. There was no standard tool.”
Philips needed a solution that would:
- Provide the central marketing team with increased visibility across social activity
- Increase efficiency and transparency across its social platforms
- Implement a centralized tool for global visibility
The Solution
Initially, Philips began implementing Sprinklr Marketing across the organization in a phased rollout that began with a few markets.
“Sprinklr is such an integrated platform. It has become part of our digital ecosystem because it’s connected with different kinds of digital tools.”
Social Media Manager, Philips
In just over a year, all markets and their respective agencies had been onboarded to Sprinklr, with a global adoption rate of 78% and climbing. Across the company, Sprinklr’s unified customer experience management (Unified-CXM) platform is bridging the gaps created by so many independent agency partners all working on creative, strategy, and reporting.
By streamlining workflows and keeping everything within the Sprinklr dashboards, the Philips team adopted powerful solutions for stakeholders, agency partners, and the central marketing team that:
- Establishes a dynamic system of record that casts aside inefficiencies and time-consuming exchanges that impact campaign launches.
- Offers global visibility of channel performance from a paid social perspective through a robust, centralized platform.
- Facilitates easy integrations with critical digital tools that help to inform future campaigns and more targeted programmatic ads.
The Outcome
Leveraging Sprinklr features like Dashboards, Ads Reporting, and Integrations — Philips has increased efficiency and transparency across its social platforms.
“Everyone can log in and work on the same dashboard within Sprinklr, so that has saved us a lot of time,” Stoiloudi said. “They are able to handle account management across the agencies and markets using Sprinklr. Everything is kept within the platform. Approval workflows for stakeholders happen within Sprinklr so there is no need for email exchanges. That minimizes the time needed for launching a campaign.”
The implementation of Sprinklr has increased efficiency and transparency in a number of ways, and the central marketing team at Philips now has global visibility across all social activity.
Sprinklr also provides the Philips team the ability to see audit trails and channel performance from a paid social perspective. “We really like the fact that with Sprinklr, you can have a system of record and audit trail and it’s compliant with all of our internal IT requirements.” Stoiloudi said.
The ability to easily integrate with other digital tools is an important benefit. “Sprinklr is such an integrated platform. It has become part of our digital ecosystem because it’s connected with different kinds of digital tools, including Adobe, Hadoop and Google Campaign Manager (formerly DoubleClick) and that was really important for us,” Stoiloudi said. “We have seen all the benefits of having such a platform because you can auto-generate tracked links. Then the data goes to Adobe, then we get the web data back into Sprinklr. So we can directly see the social media metrics within that platform.”
“When we integrate campaigns with Google Campaign Manager, our team is able to capture all these clicks to our campaigns and put them into an audience pool within Salesforce Audience Studio, and now we’re able to use the data to retarget users with programmatic ads. That’s something that in the past was not possible. It required so much time to be done. The click trackers had to be applied manually, and the campaign managers required a lot of time to do that kind of process,” she added.