Case Study: Lincoln Motor Company boosts visitor engagement and personalization with Adobe Marketing Cloud

WPP Companies help improve car buying experience for Ford Motor Company

Hudson Rouge and Cognifide, part of the WPP network, teamed with Adobe to help Lincoln Motor Company (Ford) improve the car‑buying experience by building a personalized reveal site for the 2016 Lincoln MKX. The challenge was to create a relevant, non‑gimmicky, marketer‑driven site that supports real‑time content tweaks and audience segmentation—and to launch it in under ten weeks ahead of the 2015 Detroit Auto Show.

Using Adobe Marketing Cloud (Experience Manager, Analytics, Target), Cognifide’s Zen Garden accelerator and agile development, the team implemented real‑time segmentation, personalization and analytics to surface tailored content to visitors. Delivered in ten weeks, the MKX reveal site significantly increased engagement and stickiness—section engagement rose to 99% (vs. 37%/24% on comparable non‑Adobe sites), gallery interactions to 27% (vs. 9.5%/11%) and sign‑ups to 5.4% (vs. 2.1%/1%)—and produced repeatable best practices for future Lincoln rollouts.

Lincoln Motor Company

Jim Peters

Digital & CRM Marketing Manager