GSK DAM Data & Marketing Case Study | Orange Logic

HOW ORANGE LOGIC AND GSK WORK TOGETHER

GSK SAVES $3M WITH DAM DATA

Discover how GSK, a global biopharma leader, harnessed Orange Logic's DAM platform to transform data into actionable insights, driving smarter content strategies and optimizing investments.

The challenge: harnessing data for strategic insights

GSK produces vast amounts of data across its corporate and commercial brands. Without a centralized system to manage and interpret it, teams struggled to connect insights, and fragmented tools prevented them from seeing the full picture.

Lacking visibility into asset performance, content decisions were often based on assumptions. Teams didn’t know which content engaged audiences or delivered ROI, leading to inefficiencies and missed opportunities.

The solution

By adopting Orange Logic’s DAM platform, GSK unlocked data-driven decision-making. Advanced reporting integrated with Power BI provides insight into asset usage and impact, from downloads to channel-specific ROI.

• Data integration: Unified reporting linked DAM metrics with agency and internal performance.
• Content strategy optimization: Patterns in asset usage informed production and creative guidelines.
• Cost savings: Streamlined production planning and reduced inefficiencies saved $3M in six months.

Real-world impact

Creativity: GSK tailored content styles based on utilization trends, pivoting from unpopular imagery to new concepts, and developed new tools, including illustrations, to address unmet needs in brand guidelines.

ROI and planning: GSK mapped asset usage to agency and channel performance for more efficient investments, and used download metrics to guide production planning, including demographic-specific casting.

Discover more: How a DAM can help brands make better data-driven decisions