A large global media company averaged approximately 5 weeks to take new campaigns from idea to activation. It often took days, if not weeks, of back-and-forths across Slack, email, and their project management tool to determine a realistic campaign output based on prioritization and bandwidth. From there, the process was similar to ‘herding cats’ — getting data, creative, and development teams woven in and out of the campaign creation process to build out all of the assets and prepare for deployment. By the time the campaign made it to QA and legal, everyone was ready to move on — and the fun of marketing had been zapped out of the process.

Multi-Thread is transforming this experience for them, using a crawl-walk-run approach.

The first step in their Multi-Thread experience was uncovering ways to automate the process between campaign ideation and execution – using automation and AI to dramatically accelerate the time it takes from fine-tuning an idea to developing assets in Braze. Now, their marketing team can submit a simple campaign form in their project management tool, Airtable, capturing key details of the campaign, including audience, channels, and creative direction — for messages and creative to automatically be developed in Braze within a matter of minutes.

This gives the team something quick to react to and move forward with, eliminating the ‘blank canvas’ effect to get things going. The team is able to deploy campaigns in as little as a week and a half and spend more time optimizing the creative and create more space for experimentation in the process.

The next phase for them in the Multi-Thread experience is to fine-tune the reporting and optimization loop — using campaign performance data to continuously optimize existing and future campaigns using automation and AI.