Streamlining 70 of Purina’s Brand Websites Into a Central Digital Experience Platform
Purina set out to align its technology with its high quality products, business goals and consumer expectations for online experiences. As a primary customer engagement and marketing tool, the brand websites and experiences were critical to this alignment and to achieving both economies of scale and a fast time to market.
They engaged Nerdery to streamline their global portfolio of brands (spanning more than 70 websites built on different technologies) to manage content through a single digital experience platform, Drupal. Building in back-end functionality and streamlining the sites created a modern, central platform for Purina. This enabled Purina’s teams to quickly launch new brands and campaigns to capitalize on innovation and market demand as well as make real-time updates across multiple sites, boost search rankings and significantly reduce management costs and security risks.
Customer Experience Strategy
Research & Consumer Insights
“We knew this was the right strategy, but these results have well exceeded expectations…and it isn’t even the full picture. Scanning efficiencies, more frequent releases, the use of many off-the-shelf contributed solutions, as well as global support…the engagement is certainly setting the course for the organization and getting recognized for it.”
Senior Digital Product Owner, PURINA
Purina needed to reduce costs and simplify technology requirements while enabling current and future brands to accelerate speed to market for new initiatives and campaigns. With many of their brands having disparate websites built with various technologies and supported by numerous vendors, their technology and governance costs were significant and their capacity to move new products and initiatives to market quickly was hindered. A central digital experience platform would streamline their consumer data and analytics, advance search engine optimization (SEO) strategies, and enable their teams to quickly create content and online experiences based on changing industry regulations, product launches and market opportunities.
Strategy and Solution
Nerdery’s team reviewed the digital properties with an eye toward modernizing platforms. We then streamlined them into the Drupal content management system (CMS) supported by Acquia Cloud Site Factory. This provided strong security and efficient workflow controls so the Purina marketing team could easily make updates to the sites and create new on-brand experiences for a global audience without development support. Employing the Drupal Contrib-First Approach, we replaced custom unmaintained legacy solutions with Drupal-community-maintained and secure solutions.
The new platform revolutionizes what was a months-long content updating process, provides a central hub that gives a clear view of all the digital properties, ensures branding remains consistent across websites, as well as standardizes and streamlines content authoring tools, third party integrations and analytics. Additionally, Nerdery worked alongside Purina’s teams to drive agile transformation efforts to ensure efficiency in processes going forward.
New digital experiences for PURINA customers:
Interactive ingredient sourcing map
Product recommendation chatbot experience
Web augmented reality experiences
Content syndication and backend administration for web and mobile applications
Support and management of new product trials
Internationalization and localization of content and third-party integrations
Streamlining the websites and their supporting technologies into a single, easy-to-use CMS has allowed Purina to achieve economies of scale and a fast time to market, significantly reducing costs and time spent managing digital assets.
Security scans have been reduced by 95%.
We successfully migrated sites from the legacy servers within a 5-month deadline, saving Purina money by allowing the servers to be decommissioned.
By aligning with the global Drupal community, we have accelerated the time-to-value by leveraging and extending off-the-shelf Drupal “Contributed Modules,” resulting in annual savings.
Purina’s search engine rankings have greatly improved to benefit all of the brands collectively.
Increased YoY organic search traffic
Increased organic search traffic to product pages
Increased organic share of voice