From Weeks to Minutes: How Retailers Can Revolutionize Their Holiday Campaigns with AJO-AEM Dynamic Media

Introduction

Holiday campaigns create immense pressure for retail marketing teams. Many multi-brand fashion retailers with extensive store networks face a familiar challenge: creating personalized promotional content for their holiday campaigns across multiple channels, customer segments, and regional variations. Before implementing the AJO-AEM Dynamic Media integration, this process typically involves:

• Graphic designers creating individual banner versions for each segment/region
• Manual file management across design, review, and deployment systems
• 2+ weeks of production time for each campaign wave
• Limited ability to modify campaigns once launched
  
  

Let's explore how the AJO-AEM Dynamic Media integration can transform this approach, reducing production time from weeks to minutes while delivering more relevant experiences.

The Challenge: Holiday Campaign Complexity

A typical retailer's holiday campaign might require (narrow down for this article): 

• 2 gender segments (Men/Women) 
• 2 loyalty tiers (Gold/Silver)
• 2 regions (AUS/UK) with different image dimensions
  
  

This translates to potentially creating, managing, and deploying 16 individual creative assets (2 genders x 2 loyalty tiers x 2 regions x 2 image dimension variations) – . The typical production process includes:

• Marketing defining requirements for each variation
• Design team creating individual assets for each variation
• Multiple review cycles for each asset
• Manual file exports in different formats for each channel
• Individual asset uploads to multiple delivery systems
• Limited ability to test or optimize once deployed

This process typically results in:

• Delayed campaign launches.

• Creative compromises due to time constraints.

• Inconsistent messaging across channels.

• Inability to quickly respond to performance data.

The Solution: AJO-AEM Dynamic Media Integration

Step 1: Template Creation in AEM Dynamic Media (Scene7 mode)

Instead of creating hundreds of individual assets, retailers can create a master template in AEM Dynamic Media. The base promotional banner template with defined layers would have

1. Product image layer
2. Product image height and width
3. Offer text layer

Parameter definition for dynamic elements:

1. $imgsource: Featured product image
2. $imgHeight and $imgWidth: Image height and width
3. $offertext: Specific discount or offer
   
   

Steps to create Dynamic Template

1. Click on "Assets" under "Content Management" section from AJO left navigation.Select AEM repo where Dynamic Media Scene7 config is enabled. Configure Dynamic Media
2. Select "Dynamic Media Assets" from Assets navigation.
3. Click on "Create Template" option to create a "Dynamic Template".  Dynamic Template
   
   
   
   
4. Enter template name and canvas width and height.
   
   

   

5. Select layers - image ,text  for dynamic template from right rail.
   
   
   

    

Step 2: Campaign creation in Adobe Journey Optimizer

With templates ready in AEM, marketing teams can create personalized customer campaigns in AJO:

1. Segment creation based on: 
   1. Loyalty tier (bronze, silver, gold)
   2. Profile gender
   3. Regional Info
2. Dynamic content implementation:
   1. Selection of appropriate Dynamic Media templates in email designer via asset selector
   2. Application of personalization expressions to template parameters
   3. Preview and testing with sample profiles

Steps to create AJO campaign and select dynamic template

1. Select "Campaigns" under "Journey Management" section from AJO left navigation. Create Campaign
2. Click on "Create campaign" button.
   
   
   

    

3. Enter campaign name. Select "Email" action and select "Email configuration". Click on "Edit Content".
   
   

   

   
   
4. Enter "Subject line" and click on "Edit email body".
5. Drag "1:1" structure in email designer canvas and drag "HTML" container from content. Click on "Edit Personalisation" to open Personalisation editor.
   
   

   

   
   
6. Click on "Assets" option from left rail options. Click on "Open asset selector" button.
   
   
   

    

7. Choose AEM "Repository" from dropdown (top right) where dynamic template was created earlier.
   
   

   

   
   
8. Apply "DM Template" filter under "MIME Type" section  from the filters from left rail of "Asset Selector". Select the Dynamic template from the list and click save.If the "pills" feature is enabled, an asset will be inserted into the code editor as a pill. The user can click on this pill to open the right rail, which displays the asset details and provides options to modify the URL and configure dynamic parameter values for the asset.
   
   

Step 3: Dynamic Parameter Personalization

The real power of the integration comes from connecting customer data to Dynamic Media parameters:

1. Product Image based on personalised info :