How Filter’s Multichannel Campaign Support Helped Fuel a Major Business Transformation – and a Reshaping of the Client’s Marketing Org Along the Way
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The Challenge
To support the higher quantity and quality of digital experiences and seamless brand relationships that they sought to deliver, the company needed to change the way it managed its multichannel campaigns across agencies, in-house departments, and outsourced teams from partners like Filter.
Specifically, it needed to embed specialized marketing expertise more closely within the organization. To capture more sales, the client needed to close the gap between digital campaign execution and the market data and customer insights that fuel them. They also wanted to continue to up-level their teams of digital marketing designers, content developers and channel specialists to keep pace with the ambitious work it aimed to achieve.
Our Approach
Filter was already providing one-off campaign, content and design support to the client before and throughout this period of transformation, with a front-row view of its impact on the marketing organization. In 2017, Filter approached client stakeholders armed with key insights and a new approach to managing the client’s rapidly-evolving multichannel marketing programs: the embedded workforce model.
We proposed that much of the increased campaign work in support of the DTC initiative would ramp up faster and be delivered with better quality at less cost by integrating our expertise right within the client’s organization, tightly aligned with the company’s own people and processes. They would still work with traditional agencies on strategy and big-think creative; but for ongoing multichannel campaign execution, throwing work over the wall to an agency could never deliver the speed, agility and close collaboration needed to support the client’s ambitious goals.
The Impact
Filter launched the deployment of this new model with the client’s Global Digital Brand organization, embedding dedicated teams of designers, writers, producers and channel specialists within their individual category teams; we also built and deployed teams into some of their geo-specific marketing groups.
Based on the success of this approach, we worked with stakeholders in upstream groups to build dedicated teams of content strategists, channel/omnichannel specialists, retail and other digital brand specialists. Through the two years of close collaboration, the client has continued to push more and more work into this model.
Filter also helped the client think differently about the types of processes and work that could be delivered through an embedded model versus throwing the work over the wall to an agency or having agency account managers walking the halls looking for work to take over. Today more than a dozen different digital marketing stakeholders across the organization are supported by Filter’s teams and world-class expertise.
SNAPSHOT
Client
A global leader in athletic products
Challenges
Our client needed to uplevel its capacity for digital campaign execution
Solutions
• Built an embedded team model, integrating expertise within the client’s org
• Hybrid team works closely with the client to maximize speed, agility, and close collaboration
• Our team works seamlessly alongside the client’s FTEs and other agencies and outsourced teams also working with the client
• Hybrid team works closely with the client to maximize speed, agility, and close collaboration
• Our team works seamlessly alongside the client’s FTEs and other agencies and outsourced teams also working with the client
Highlights
Filter's embedded team model played a major role in the client’s launch of its Direct to Consumer division, which the client credits for driving virtually 100% of company growth in 2018, according to a new study of the brand’s distribution strategy. Their revenues grew 9% on a currency-neutral basis in Q4 of 2018, followed by a 10% increase in Q1 of 2019.
