The A2 Milk Company
10 global websites from one headless CMS with public company security, compliance and workflows.
The A2 Milk Company
Key Challenge
The A2 Milk Company, one of Australia’s largest agricultural companies, had rapidly grown to over $7bn in sales to multiple markets with varying cultures and languages. The communications strategy needed to allow workflows of multiple content creators, market specific communications content, and comply with a range of legal requirements including healthcare-specific constraints for its infant formula products.
While the client had recently undergone a front-end rebuild of its sites, it was based on a Wordpress implementation with 10 different siloed instances of content, little ability to preview content prior to publishing, and lack of workflow such as compliance approvals or audit trails of edited content. This left the business outside its risk appetite, especially given it operates in regulated markets such as infant nutrition.
The A2 Milk Company
Outcome Delivered
UserCentric provided development, infrastructure, hosting, training and support services for A2 milk. We established a tech stack that used the powerful front end React framework to allow custom delightful fast user experiences. We also replatformed their CMS onto Kentico Konent (Kontent.ai) as it provided professional content planning, communication and workflows that allowed the client to streamline their business processes and ensure compliance.
Working directly with their Marketing team and CIO, we support their global websites for both Australian and international audiences, including several Australian websites, USA, Canada, China and others.
We worked collaboratively with a2’s internal teams and agency partners to implement best practice “hygiene” for growing their website audiences and engagement, including significant SEO enhancements around tagging and creation of Google Analytics conversion funnels (to measure marketing ROI), A/B testing of campaign landing pages (to understand copy and images that resonate best with consumers), information architecture, metadata and canonical linking improvements.
The new technology stack is now embedded in the fabric of the organisation, giving both HQ, the regional marketing teams, and 3rd party suppliers the freedom to consistently deliver new content in a highly agile and secure manner.
