Case Study: Safeway achieves 487% higher engagement and 11x organic reach with Adobe Marketing Cloud

Safeway - Customer Case Study

Safeway, a national grocery chain with more than 1,300 stores, faced the challenge of modernizing its marketing by building a stronger brand identity on social channels, boosting reach and engagement, and moving beyond traditional broadcast tactics to create meaningful, two-way customer interactions.

By deploying Adobe Marketing Cloud—using Adobe Social, Adobe Media Optimizer, and Adobe Analytics—and working with DDB, Safeway shifted to data-driven, optimized video content and targeted ad spend. The campaign drove a 1,141%+ increase in organic reach (more than 11x), 487% higher engagement on paid video versus non-video posts, a 62% reduction in cost per engagement, stronger emotional connections with customers, and elevated Safeway to a leading grocery brand on Twitter.

Safeway

Paul Albright

Social Marketing Manager, Safeway