Digital Asset Management plays an essential role in the digital transformation of your marketing and communications activities. The success of this transformation depends on adapting the tool to the reality of your needs, and providing determined support for users.
When Scania France contacted Keepeek, the truck dealer was looking to develop its new photo library.
A need that quickly spread, thanks to the tool's ease of use and strong user evangelism.
One year after its launch, we take a look back at a project that demonstrates the added value of DAM in enhancing the value of all your content. Spotlight on a successful collaboration!
Thibault Loddé, you're in charge of digital communications at Scania France. Can you give us a brief introduction to your work?
Scania France is an importer for the Swedish-based Scania group, which specializes in the assembly of heavy goods vehicles over 12 tonnes. The brand is present throughout France via a network of over 100 sales outlets offering trucks, coaches, buses, industrial engines and associated financing and insurance services.
What were the challenges of your Digital Asset Management project?
Our initial need was quite classic, and concerned the management of our photos. We'd had a photo library in the past, but the tool had become outdated and hadn't been used for several years. So we were looking for a new solution to host, index and search our photos.
Hence the initial choice of the name "Photothèque Scania", even though today our DAM manages much more than just photos!
This initial need soon expanded to include management of all your marketing and communications content. How do we do it?
It all came naturally. Once the photo library was up and running, we quickly realized that Keepeek offered even greater possibilities.
The tool was so easy to use, that we gradually added the management of our video files, previously hosted on Youtube or internal servers. Keepeek also became our Brand Center, housing the elements of our graphic charter.
Once indexed correctly, the tool makes it extraordinarily easy to find all the media you're looking for!
A DAM project is only effective when the content offered is tailored to the needs of the various target audiences. Who are your users, and how have you structured your media?
We have two main targets. Firstly, internal users, i.e. marketing and communications teams, as well as the agencies we work with. The content disseminated is more technical, akin to a brand center. It includes brand usage guidelines.
Our external audience is made up of customers, journalists and a large base of brand fans. For this target group, we mainly distribute product photos (trucks, engines), but also a large collection highlighting the employer brand. In terms of indexing and presentation, we make a real distinction between product-related media and media promoting the men and women of Scania.
This enables us to attract highly qualified visitors who stay on the portal for a long time, with a very low bounce rate.
Why did you choose Keepeek, a French company, to support you?
We consulted three different solutions, all powerful but with varying degrees of flexibility. What tipped the balance in favor of Keepeek was its adaptability. We had some very specific needs requiring specific developments, linked to our activity and working environment. Keepeek's R&D and integration teams reassured us on this point, and we liked it. We knew that even later on, we'd be able to upgrade the tool as we matured.
The added value of DAM lies in its adoption by users. In your opinion, what are the key factors in the success of Scania France's DAM?
I think that, first and foremost, the quality of the content shared is essential. We took advantage of our move to Keepeek to clean up our media holdings and review our copyrights. We then carefully indexed the elements, bearing in mind that our products are complex and include technical definitions.
Keepeek's support was also decisive. A dedicated project manager followed us through to deployment and training of internal users. We felt that Keepeek was behind us, and it was really smooth.
Finally, we communicated extensively internally, right from the project phase. We then organized training sessions for marketing and communications contributors to familiarize them with the tool and demonstrate its ergonomic efficiency. For internal visitor profiles, we set up a guide, sent to everyone to explain how the filters and free search fields work. It's important to convince yourself, but you also have to convince others!
One year on, how do you measure the project's ROI?
Mainly in time saved! We use the baskets a lot, especially for public sharing with journalists and external service providers. Every time we receive a request, we refer them to Keepeek...and now they're used to consulting the photo library directly.
Internally too, we were often wasting time searching for and returning the same elements. Now, our users turn to the DAM on their own.
For these recurring requests, baskets are an additional asset: they enable us to create media typologies that can be shared with a simple click, without having to make a new selection. For example, we have created "Trucks" or "Car and Bus" baskets, grouping together the most regularly used visuals.
Thank you Thibault for your feedback.
If, like Scania France, you're looking for a simple, flexible and comprehensive DAM solution, don 't hesitate to request a Keepeek demo!
