Empower distributed teams to localize content
Learn how distributed field marketing teams can easily customize content to their region for local marketing campaigns. In this workflow, the global marketing team creates brand assets and publishes content as templates in Adobe Express. A field marketer uses Adobe Express to access campaign assets and adapts their designs to the region’s needs. Other regional teams then start new Express projects from on-brand templates for new flyers, web banners, and other content.
This tutorial uses the new Adobe Express.
In this demo, we’ll see how Adobe Express can help creatives and marketers create stunning content that aligns with their brand. The creative team just recently completed designs for a new global campaign for our soda product. As they’re wrapping up, they check the assets into AEM Assets so that other teams can easily find them. Since other regions may want to create variations on the design, we can publish it in Adobe Express. Adobe Express allows you to easily import Photoshop and Illustrator files. You can edit those files in Express, as well as publish them as reusable templates. We don’t want everyone to change every element in the design, so we can select each of the items that we want to restrict and click the lock. This will prevent those objects from being edited or moved. Once everything is set up, we can save as a template inside our libraries or brands. That way, our different teams can access them along with logos, images, and other assets. Now let’s switch roles here and say that we’re playing the role of a field marketer in Germany. In Adobe Express, we can go to our libraries and start a new project from a template.
Now we only have a few things that we need to adjust in this design. And as you’d expect, not all the elements are editable because they’re locked.
First, let’s look at the background. While the New York City background looks great, it doesn’t quite reflect the Alpine region of our market. Using text-to-image powered by Firefly, we can create a new background based on a text prompt. For this, we’re looking for a photorealistic image of snow-covered mountains with a lake, green hills, and picnic tables. This is a very specific prompt that might not be available as stock images or may require someone to go on location to do a photo shoot. But in just a few moments, we are able to get a number of images generated that include all the elements that we were looking for, and it saves us a huge amount of time. We can then resize and change the layers to bring them to the bottom.
Next, we want to change the titles for our region. Since hiking is very popular in this region, we’re going to change it to the German equivalent of drink and hike. And we can change the URL here to be also reflective of our German URL. Finally, we also don’t use the green logo in Germany.
We use the white logo. And with libraries, we have a library of approved brand assets that our creative team has published for us to use. Now that everything is set, we can download our version and upload it back into AEM Assets. So as you can see, we are able to publish the design as a template. In just a few minutes, we’re able to customize it to meet our local marketing needs and retain our brand’s look and feel.