At a glance
Overview
Akeneo develops software that helps retailers turn complex product information into cutting-edge customer experiences.
When Akeneo set out to grow its presence in North America, it faced a massive challenge: a market already dominated by a single, entrenched competitor.
Partnering with BOL, Akeneo launched a bold awareness campaign that redefined its category, repositioned its brand, and captured the attention of retailers across the U.S., achieving 74K+ video views and click-through rates 200% above average.
The Challenge: Wrangling a Chaotic Mix of Product Information
Retailers today don’t just manage catalogs, they manage ecosystems of information.
What used to be simple (a photo, a few specs, and a price) has evolved into a content maze: reviews, FAQs, how-to videos, AR and VR assets, language translations, inventory data, delivery timelines, and more.
Orchestrating this massive flow of product information across thousands—or millions—of SKUs can be overwhelming. That’s why modern retailers turn to product information management (PIM) software providers like Akeneo.
But in North America, that conversation had been dominated by one word: Salsify. Akeneo needed to change the narrative.
The Marketing Challenge: Breaking Through a Saturated Market
Akeneo is the leader in PIM software across Europe, trusted by major global retailers to deliver seamless product experiences. But in the U.S., brand recognition was low and the market perception was skewed toward a single dominant player.
To gain traction, Akeneo needed to:
- Increase awareness among North American retailers
- Differentiate its offering in a crowded space
- Position the brand as an innovator leading a new era of retail experience management
And they needed to do it with limited marketing budgets while competing against an incumbent whose name had become synonymous with the category.
The Big Idea: Success Is in the Details
- For Akeneo, the difference between a transaction and a loyal customer often comes down to the details like a complete description, a clear spec, an accurate delivery date, or an engaging video.
- That insight became the foundation of the campaign: “Success Is in the Details.”
The message was simple but powerful: every product experience tells a story, and Akeneo helps brands get every detail right.
Bringing the Campaign to Life
Reinventing the Category: From PIM to PXM
Rather than fighting for space in a crowded PIM market, BOL helped Akeneo reframe the conversation entirely, introducing the concept of product experience management (PXM).
This shift positioned Akeneo not just as a platform for managing information, but as a partner for creating exceptional customer experiences that drive revenue and brand loyalty.
Eye-Catching Creative with Meaningful Detail
The creative concept visually captured the idea that “success is in the details.”
Each campaign image featured a retail product, like a bike, table, or shirt, constructed entirely out of product descriptions and specifications. From afar, the image looked like a typical product—but up close, the viewer discovered that every curve and texture was made of words.
The result was a striking visual metaphor for how Akeneo transforms product data into dynamic customer experiences.
Data-Backed Credibility
To establish immediate trust with U.S. audiences, BOL infused the campaign with performance stats and success stories from Akeneo’s European clients.
This strategy gave the brand instant credibility, showing that while Akeneo was new to North America, its platform was already proven at scale.
Making a Splash in Boston
The campaign officially launched during Akeneo’s annual conference in Boston, where the theme “Success Is in the Details” came to life across every touchpoint:
- Video OOH boards at Boston Logan Airport and throughout District Hall
- Geo-targeted digital ads driving to a dedicated landing page
- Launch video content, branded event swag, and an integrated attendee experience
The activation created buzz not only among conference attendees but also across the broader retail and eCommerce community.
The Results: Awareness Takes Flight
By the Numbers
- 74K+ video views during the launch campaign
- 200% above-average click-through rate
- Significant lift in brand awareness and engagement among North American retail professionals
Akeneo went from a virtually unknown brand in the region to a recognized name in retail technology associated with innovation, experience, and results.
The Takeaway: Category Is Earned, Not Given
Human experience, instead of technical jargon, enabled Akeneo and BOL to transform a complex B2B message into a compelling story about what really drives retail success: the details that matter to customers.
The “Success is in the Details” campaign turned awareness into differentiation, proving that even in the most competitive markets, clarity and creativity win.
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