Case Study: KDDI achieves 5.7x conversion and streamlined omni‑channel personalization with Adobe Campaign (Adobe)

KDDI designs optimal personalized experiences across touchpoints with Adobe Campaign

KDDI, one of Japan’s largest telecom operators (au by KDDI), set out to fuse telecommunications and life‑design services to make customers’ lives easier and more enjoyable. Facing siloed touchpoints, limits of their legacy marketing platform, and manual campaign work that missed timely opportunities, KDDI needed a way to deliver consistent, personalized communications across apps, email, stores and other channels as part of its “au Next Best Action” initiative.

KDDI implemented Adobe Campaign to unify attribute, behavioral and in‑store data, apply machine learning for timely recommendations, and automate cross‑touchpoint journeys. The result: conversion for a service campaign rose 5.7x, labor for campaign tasks was halved enabling 1.5x more monthly campaigns (with faster adoption across teams), website visits tripled in test scenarios, and overall customer engagement and satisfaction improved.

KDDI

Hiroko Murata

DX Design Department