Consumer Goods
Who This Track Is For
This customer experience lab track is designed for marketing operations leaders, creative directors, brand managers, and campaign managers at consumer goods organizations who need to accelerate content production while maintaining brand consistency across distributed teams. It is especially valuable for teams looking to connect strategic planning directly to execution, modernize asset management with AI-powered discovery, and empower marketers to create on-brand content without bottlenecking creative teams.
Organizations managing seasonal campaigns, product launches, or regional marketing programs will gain significant value from this guided workshop. The track uses Fréscopa, a premium coffee and beverage demo brand, as a realistic consumer goods scenario throughout all exercises.
User Journey
Participants will follow a complete content lifecycle journey, beginning with campaign planning and progressing through asset discovery, and culminating in self-service content creation:
- Plan & Organize — Create campaign records with structured metadata that flows through the entire content lifecycle, from brief to delivery.
- Discover & Curate — Use AI-powered search to find campaign assets, observe automated tagging, and build collections for seasonal promotions.
- Create & Adapt — Empower marketers to create channel variations using brand-controlled templates and self-service tools.
Included Adobe Solutions
Solution | Primary Use |
|---|---|
Workfront | Project execution, approvals, resource management |
Workfront Planning | Campaign records, metadata foundation, strategy-to-execution |
AI Assistant | Natural language queries, proactive health monitoring |
AEM Assets as a Cloud Service | Centralized asset storage, AI-powered search, automated tagging |
Content Hub | Self-service asset access for marketing teams |
Adobe Express | Intuitive editing with professional capabilities |
Persona
Primary Audience: Marketing Operations, Brand Management, Campaign Management, Creative Operations
Prerequisites
- Google Chrome or Microsoft Edge
- Two monitors recommended
- Familiarity with campaign planning and project management processes
- Understanding of brand guidelines and content creation workflows
- Basic knowledge of digital asset management concepts
Format
- Up to 15 participants
- One-week engagement (4-6 hours total across sessions)
- Dedicated sandbox environment with Fréscopa demo content
Example Agenda
Day 1 (1 hour): Kickoff & Introductions
Review workshop details and objectives, set up application access, and provide an overview of how Adobe's content supply chain ecosystem connects planning to creation. Participants will be introduced to the Fréscopa brand scenario and understand how Workfront Planning, AEM Assets, and Adobe Express integrate to support end-to-end marketing workflows.
Day 2 (3-4 hours): Hands-On Workshop
Exercises covering campaign planning, asset management, and on-brand content creation:
- Campaign record creation and metadata flow from planning to execution
- AI-powered asset search and automated smart tagging
- Collection creation and sharing for seasonal product launches
- Brand-controlled template editing with Adobe Express
- Self-service channel adaptation for social, email, and web
Day 3 (1 hour): Optional Office Hours
Open session to discuss specific challenges or dive deeper into planning workflows, asset management, or self-service creation topics.
Materials Provided
Workflow Planning & VisibilityWorkflows, Planning & Metadata
- Workfront Planning workspace configuration
- Campaign record creation and metadata modeling
- Strategy-to-execution workflows
- AI Assistant for planning queries
- Project health monitoring and dashboards
Asset Management & DiscoveryAsset Management & Reuse
- AEM Assets navigation and search capabilities
- AI-powered smart tagging configuration
- Content Hub setup and self-service workflows
- Collection management and sharing
- AI Discovery Agents for proactive recommendations
On-Brand Marketer CreationOn-Brand Creation for Marketers
- Adobe Express embedded editing experience
- Template design with brand controls and editable elements
- Self-service channel adaptation workflows
- Generative AI capabilities for content creation
Best For Organizations That
- Struggle to connect annual or quarterly planning to day-to-day execution
- Have marketing teams waiting on creative for minor content adaptations
- Experience brand inconsistency when non-designers create content
- Have growing asset libraries that are difficult to navigate and search
- Want to empower distributed teams with self-service creation
- Need to accelerate content localization and seasonal campaign delivery
Additional Recommendations
- Familiarity with current planning and project management processes
- Understanding of typical campaign types and approval workflows
- Knowledge of how teams currently search for and access assets
- Clarity on brand guidelines and content creation pain points
- (Optional) Sample campaign briefs or planning documents
- (Optional) Existing brand guidelines or templates