FrieslandCampina’s products include consumer products such as milk, yoghurt, cheese, baby food and desserts. For years, they used ‘LeefLekker’ as an umbrella CRM platform under which all their brands are gathered. Through this platform, they conducted all their CRM actions: activations, win and loyalty campaigns, e-coupons, recipes, inbound campaigns, etc. Their question: LeefLekker is too big and too expensive. How do we optimise our CRM approach?


After a thorough analysis of the LeefLekker Platform, the conclusion was clear. Their database was disappearing at a rapid pace, and there was no way to boost new sign-ups through the current platform. Without a change in strategy, their DB would cease to exist within 2 to 3 years. For this reason, we created an action plan based on this analysis and an overview of their marketing plans and actions:

  1. Choice of new platform based on a granular opt-in system (1 DB for all brands (1 opt-in and opt-out per brand)). In the end, Salesforce’s Marketing Cloud was chosen because they were already using Salesforce.
  2. Export DB from LeefLekker, clean up the DB, format and integrate the DB in Marketing Cloud
  3. Optimisation of all brand websites through attractive and activating opt-in forms
  4. Roll out of data acquisition: e.g. further stimulate opt-ins by integrating exit intents on the brand websites
  5. Follow-up of performance data & mailings
  6. On LT: Determine an LT CRM strategy per brand


One integrated platform that works across brands and provides insights.

Would you like to learn more about our approach towards branding? One form:

Founding father

Steven Van Dingenen
Mobile: +32 473 33 99 04

Founding mother

Veerle Dauwe
Mobile: +32 486 38 00 31

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