Digital Marketing
Marketing at Scale, Personalized for Every Branch
One of Italy’s top financial service providers transformed its marketing operations—launching personalized, automated campaigns across 140 branches with Adobe Experience Cloud.
The Challenge
Deliver a scalable, centralized marketing automation solution while respecting the autonomy of 140 locally run branches—without sacrificing performance, governance, or tracking consistency.
The Scenario
The Solution
One Framework. 140 Banks. Built for Personalization.
Comwrap Reply implemented Adobe Campaign to manage and automate marketing campaigns across both inbound and outbound channels—including the public web portal, customer app, email, push notifications, and SMS. We developed a scalable campaign governance model to support localized control while enforcing global consistency.
Dynamic campaign templates were configured to adapt content based on user behavior, enabling relevant, timely messaging without manual effort. We also built automated marketing workflows to power onboarding, product lifecycle, and re-engagement journeys.
Offers were deployed dynamically across both authenticated and anonymous experiences, while newsletter subscriptions and promotional preferences could be managed at the branch level. Adobe Launch and Virtual Report Suites unified data collection across all branch sites and the home banking platform, enabling precise, centralized insights.
How we did it
The architecture was built on Adobe Campaign, Adobe Analytics, Adobe Audience Manager, and Adobe Data Collection. Each branch’s website and app experience was tied into the core platform via tracking libraries and dynamic content feeds. Adobe Launch was configured to handle granular tracking across properties without compromising data privacy.
Custom campaign templates allowed local teams to quickly activate newsletters, cross-sell promotions, or lifecycle messages—all within the bounds of brand governance. We created a staged rollout plan—beginning with a lead bank for pilot, followed by phased onboarding of all 140 branches.
All workflows were deployed without disruption to live operations. Integration with the group’s CRM and data warehouse ensured real-time targeting and reporting fidelity across every touchpoint.
The Results
Marketing campaign creation is now faster, smarter, and unified. Branches can launch campaigns that reflect local context while aligning to brand-wide strategy.
Engagement rates improved significantly thanks to personalized content, and tracking is now consistent across web and mobile properties—enabling real-time insight into user behavior and campaign performance.
With zero downtime and full integration across systems, this Italian financial group now runs branch-based marketing at national scale—with local relevance built in.
About the Client
This client is one of Italy’s most established financial service institutions, with a strong local footprint through 140 physical branches. Serving retail and business clients, they combine trusted advisory services with continuous investment in digital transformation. Their marketing team plays a key role in activating local markets through personalized, channel-rich campaigns powered by Adobe Experience Cloud.
Personalized Marketing. Powered by Governance.
Need to scale local marketing across a distributed network? Let’s build a system that empowers branches and delivers results.