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Cloudinary > Case Studies > James Hardie Designs its Digital Future with Cloudinary’s Digital Asset Management Platform
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James Hardie Designs its Digital Future with Cloudinary’s Digital Asset Management Platform

Technology Category
  • Platform as a Service (PaaS) - Data Management Platforms
Applicable Industries
  • Buildings
  • Construction & Infrastructure
Applicable Functions
  • Business Operation
  • Sales & Marketing
Use Cases
  • Inventory Management
  • Supply Chain Visibility
Services
  • Cloud Planning, Design & Implementation Services
The Challenge
James Hardie’s Australia services many customers through its network including the likes of hardware stores, builders, property developers and architects, as well as connecting directly with consumers. Consequently, it has a large and complex network of sales and marketing teams dedicated to serving the varied needs of these disparate audiences. The one thing that unites all James Hardie Australia partners and customers is the need for high quality, constantly updated imagery and other marketing content showcasing the company’s products and usage in building projects. From a consumer and brand perspective, it’s crucial that the company’s online channels are kept up to date with all the latest interior and exterior design trends. For trade audiences in particular, an engaging and innovative product portfolio is a must. Often, the company would have multiple photo shoots taking place at various locations, with no central repository for all the images nor any shared filing system or naming convention. The marketing team would regularly be tasked with finding images featuring a certain product and spend hours manually searching through disparate folders to find them.
About The Customer
Founded in Australia in 1888, James Hardie pioneered modern fibre-cement that is used worldwide today. Today, the company is the global leader in the production of interior and exterior building products, generating more than $2.5 billion in net sales and employing 5,000 people around the world. The company is headquartered in Dublin, Ireland. James Hardie’s Australia services many customers through its network including the likes of hardware stores, builders, property developers and architects, as well as connecting directly with consumers. Consequently, it has a large and complex network of sales and marketing teams dedicated to serving the varied needs of these disparate audiences.
The Solution
Cloudinary’s Digital Asset Management platform enabled the company to centralize all of its image assets, creating a streamlined and highly accessible image repository available to multiple teams across Australia, including marketing, sales, product, engineering and HR. In the company’s new asset lifecycle, all new images are immediately stored on Cloudinary’s DAM, and filed and tagged according to a clear framework that is shared across the company. ‘Collections’ of images can be shared easily using a link, alongside specific guidance on usage permissions and intended audiences (for example, some collections are targeted at builders, whereas others are for consumer audiences). A representative group of subject matter experts came together from across the business to identify the most efficient way to describe and tag image assets, agreeing to structure files by products and then by function.
Operational Impact
  • Centralized and streamlined central repository for its digital assets
  • Simplified filing system and complete ease of sharing
  • Sales teams have found that the power of a centralized hub with its advanced search functionality have armed them with a powerful set of selling tools in one-to-one meetings with customers and partners
Quantitative Benefit
  • 50% reduction in asset readiness time, from photoshoot to publication
  • Major cross-team efficiency gains by eliminating manual image requests
  • Critical image-related needs fulfilled in seconds not weeks

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