Dutch Lady Milk Industries reaping benefits from NCL’s automated Campaign Management Platform

[ By Business Today ]

Dutch Lady Milk Industries Berhad, a subsidiary of a subsidiary of FrieslandCampina, is an early adopter of the Netccentric Limited (NCL) group’s new Campaign Management Platform and already reaping the rewards.

NCL had continued its group drive towards platform automation as a means of improving both its clients’ marketing performance and the group’s long-term profitability. Its subsidiary wholly-owned subsidiary Nuffnang Sdn Bhd recently developed a unique, proprietary and user-friendly Campaign Management Platform which links all three key stakeholders, namely clients, influencers and internal teams.

Dutch Lady Milk Industries integrated media manager Lavend Ng said: “Traditionally, we use Google and Microsoft docs to review influencers’ content (sometimes even via Whatsapp). A common challenge with this approach is that we occasionally lose track of the latest version, or if changes made are being reflected in what we’re reading.

“When the Nuffnang team told us about the automated dashboard, I said: ‘Great! We now have the privilege to be one of the first organisations to take advantage of this innovative platform with its user-friendly navigation and clear views on progress made. To us, it’s automation done right!”

Meanwhile, NCL executive chairman and majority shareholder Ganesh Kumar Bangah (pic above) said that automation is a ‘key catalyst’ for the NCL group to evolve from its previous services-focused business to a platform strategy which will allow it to scale its growth sustainably.

“Having gone ‘live’ recently, the Campaign Management Platform now brings now brings greater efficiency to brands and smoother workflow for influencers,” said Ganesh, adding that the group plans to incorporate artificial intelligence (AI) and machine learning into the platform in the future to further improve and automate processes.

Besides Dutch Lady Industries, another household name which has commenced using the platform is American multinational consumer goods corporation Procter & Gamble.

Over the course of Q3 2021, NCL will roll out the Campaign Management Platform to further key clients and transition all campaign operations and stakeholder onboarding to the platform.

The platform’s ‘secret sauce’ is that it is able to facilitate the automated process of extracting campaign data, which allows clients to better monitor the performance of their campaigns.

“The Campaign Management Platform offers clients a consolidated view of a campaign’s scope of work and provides a single platform for the Group to connect influencers and clients, progressing beyond the need for different manual work sheets,” explained Ganesh.

The platform’s campaign-specific functions encompass the ability to cater to draft submissions, feedback, approvals and reporting.

Through Nuffnang, NCL provides engagement and ambassadorship opportunities to global brands through its pool of more than 15,000 influencers, key opinion leaders, celebrities and content creators who offer a collective reach to more than 20 million engaged social media followers throughout Southeast Asia.