Boosting Harman International’s marketing - from automation to personalisation
Executive Summary
In 2019, Harman International came to us with a bold ambition: scale personalized marketing across EMEA and unlock the full potential of their iconic brands like JBL and Harman Kardon.
We became their strategic partner, designing a future-proof CRM and data strategy that delivered multilingual campaigns across 14 countries while pioneering AI-driven content creation for lightning-fast localization.
The result? We transformed Harman's entire approach from basic automation to true personalization, creating millions of impactful customer experiences by early 2025.
Results
- Active user database growth: from 60,000 to 1.8 million (as of early 2025).
- Increased campaign efficiency by unifying data across service, marketing, and e-commerce.
- Localized campaigns delivered in 14 countries, tailored to local audiences.
- Boosted engagement and conversions with data-enrichment campaigns (e.g., Black Friday).
- Empowered local teams with dashboards and actionable customer insights.
Our approach
Harman International needed to deliver personalized customer experiences across EMEA while managing multiple brands with distinct identities and audiences. Plus, they were migrating from a complex platform to a streamlined CDP/ESP (Simon Data) and needed a scalable strategy to activate first-party data effectively.
The strategy
- Design a CRM and first-party data strategy to enable personalized marketing at scale.
- Develop multilingual creative campaigns tailored to local markets.
- Integrate data flows between service, marketing, and e-commerce to create a single customer view.
- Use gamification and “Golden Questions” to enrich customer profiles and drive engagement.
- Leverage Generative AI for faster, smarter content production and localization.
The process
We started small and smart - testing scalable use cases like birthday campaigns to validate our approach. Then we gradually introduced advanced data enrichment initiatives (Black Friday campaigns, new product launches) and personalization tactics that empowered local teams. PowerBI dashboards and actionable insights kept us optimizing across all 14 markets.
