Bynder, a global leader in enterprise digital asset management (DAM), is working with Campari Group to enhance the premium spirits company’s marketing campaign time-to-market by leveraging Bynder’s AI-powered DAM.
With the consumers’ path-to-purchase and the role of e-commerce evolving rapidly, Campari Group required a future-proof solution to spearhead its content creation efforts and enable targeted, consistent brand experiences that appeal to today’s omnichannel customers.
When it comes to content creation, a study by Bynder revealed that content production increased by a staggering 56.71% following the year ChatGPT launched. This is seven times higher than the typical rate of increase, which averages at 7% per year. In addition to this, the study also found that by 2030, the average marketer will be responsible for creating 23% more content than they do now.
With that in mind, Liam Barnes, global IT director of marketing technologies, at Campari Group, explains why the company turned to Bynder: “With content production increasing across our Group, we were looking for an overall business solution for our global marketing teams that managed our content operations effectively as well as providing us with a cohesive way to collaborate as one brand.
“We are one of the largest players in the global spirits industry, boasting a portfolio of more than 50 premium and super-premium brands. With iconic names like Aperol, Campari, Espolon Tequila, SKYY Vodka, and Wild Turkey Bourbon, our Bynder DAM is used across all our brands, over 190 various markets, with more than 800 users.
Our previous DAM solution had opportunities for improvement in UX and the ease of defining, interacting, changing, and sharing assets. Additionally, we saw potential for gaining more insights into the effectiveness of our efforts. By enhancing these areas, we aim to better measure the ROI on our investments in creative assets and brand strategies
Less than a year into its Bynder journey, Campari Group has already increased user adoption tenfold compared to its previous solution with 800 users onboarded. Bynder’s AI-powered search and tagging have also significantly reduced the time spent searching and managing assets.
Seamlessly integrated with Campari Group’s wider martech stack, including Salsify PXM, assets can be distributed to retailers like Amazon accurately and in record time, giving the group an extra competitive edge.
Data insights from Bynder Analytics are also helping to inform better decision-making on content strategy, optimize campaigns, and deduce the ROI of marketing efforts.
What’s more, Campari Group’s 50+ brands have utilized Bynder AI to scale content operations for higher marketing ROI and are producing a range of benefits such as:
Eliminating duplicates: Duplicate assets are automatically removed at upload
Search by image: Using images instead of words to search is hugely beneficial considering the group’s portfolio size and market scale, saving significant time
Text-in-image detection: the ability to extract and tag text within images makes it much easier to search, review, and categorize go-to-market asset
Jeremie Moritz, global consumer engagement, senior director at Campari Group, said: “Our trajectory/aim for Bynder includes leveraging its AI functionalities to enhance asset management, reduce duplication, and provide deeper insights into content performance. We are particularly interested in Bynder’s AI search and auto-tagging features, which are key to streamlining our content operations and enhancing efficiency for faster market entry.”
Richard Heitmann, CMO at Bynder, said: “Campari Group is one of the largest players in the global spirits industry, boasting a portfolio of more than 50 premium and super-premium brands. Bynder has enabled the brand to scale its content operations and achieve a higher marketing ROI by leveraging our industry-leading AI solution. As a result of this, Campari Group has enhanced its content creation and management capabilities while still maintaining compliance and control. With Bynder serving as a central pillar of Campari Group’s martech ecosystem, we’re certain that the brand will see further marketing success in 2025.”
