Elevated Customer Engagement
How we helped Michael Hill Jeweller implement Braze as their new Customer Engagement Platform, and migrated their campaigns across under a tight timeline.
Michael Hill (MHJ), one of Australia’s leading fine jewellery brands, set out to transform how they connect with customers and enhance their customer engagement platform (CEP). Swapping out Adobe Campaign for Braze, the team migrated all multichannel campaigns and custom-configured the tech to match. Our case study shows how it happened – and what was achieved – on time and on budget!
ENGAGEMENT TIMELINE
DBZ’s Braze engagement with Michael Hill began in May 2024 when – after having worked together on multiple CRM strategy, loyalty and campaign management projects since 2019 – we were asked to support the selection of a new marketing automation platform to enhance the customer engagement and experience.
In partnership with MHJ, we worked through a detailed RFP process, including requirements analysis and gathering, platform scoring, ranking and assessment. The platform-agnostic approach we take to RFPs, means the decision to move forward with Braze was made with rigour and confidence. Migration started in December 2024, under a tight deadline to move from Adobe by the end of April 2025.
PROJECT OVERVIEW
Michael Hill engaged the DBZ team to support the implementation and migration tasks, which included platform configuration and campaign migration. We managed the following key activities:
Team Integration: The DBZ team were embedded within Michael Hill's CRM team to function as campaign builders and provide technical expertise in platform configuration. Our marketing automation experts were on the tools, including our Marketing Tech Lead, Senior Marketing Automation Specialist, CRM Specialist and Technical Campaign Specialist.
Implementation Plan: Michael Hill, Braze and us designed a detailed implementation plan, collating key implementation and migration activities, from technical setup to data integration, audience builds, campaign go-live dates and priorities. We built a complex multi-touchpoint and multi-channel journey (specifically for Bridal customers) that required technical enablement of link aliases and configuration of content cards.
Campaign Migration: DBZ took ownership of the build, testing, and launch of transactional messages. This included creating a testing and migration schedule, UAT plan, API & event testing, documenting and troubleshooting of test outcomes, and monitoring the campaigns upon go-live. All transactional and marketing campaigns were successfully migrated from Adobe to Braze before the April 30th deadline.
INSIGHTS AND BENEFITS
The project provided several insights and benefits:
Realistic Timeline: The six-month timeframe for the Braze CEP implementation and migration was realistic and worked well.
Smooth Transition: The transition between platforms was very smooth, thanks to a detailed project plan and a well-composed project team. People made all the difference – a well-composed project team from both sides, with a wealth of expertise in the digital space.
Technical Expertise: software implementations can be complex, and custom configurations require additional hands on deck. Our team filled this gap, providing technical expertise in custom technical configurations that enabled Michael Hill to uplift their marketing capabilities and improve the customer experience.
Resource Supplementation: Michael Hill supplemented their CRM team with our resources and expertise in campaign builds in Braze during transition, and were able to continue BAU with their own team fully onboarded to Braze.
OUTCOMES AND DELIVERABLES
The project was completed as per schedule, with the following outcomes and deliverables:
Braze was fully implemented, and Michael Hill's campaigns were migrated, tested, and launched successfully.
Custom configurations, such as link aliasing and content cards, were implemented.
The project plan was completed on schedule, ensuring a seamless transition from Adobe to Braze.
Braze’s breadth of capabilities meant that MHJ were able to streamline their tech stack, and decommission multiple systems that were now obsolete, resulting in immense cost savings, a leaner systems environment, and boosted campaign capabilities.
The project was transformative for the entire business – not just from a tech perspective, but also in their ways of working: the digital and CRM teams moved closer together, now enabled to easily collaborate in one platform to create truly consistent and all-encompassing customer experiences.
CONCLUSION
The project was completed as per schedule, with the following outcomes and deliverables:
Braze was fully implemented, and Michael Hill's campaigns were migrated, tested, and launched successfully.
Custom configurations, such as link aliasing and content cards, were implemented.
The project plan was completed on schedule, ensuring a seamless transition from Adobe to Braze.
Braze’s breadth of capabilities meant that MHJ were able to streamline their tech stack, and decommission multiple systems that were now obsolete, resulting in immense cost savings, a leaner systems environment, and boosted campaign capabilities.
The project was transformative for the entire business – not just from a tech perspective, but also in their ways of working: the digital and CRM teams moved closer together, now enabled to easily collaborate in one platform to create truly consistent and all-encompassing customer experiences.
DELIVERABLES
Braze Implementation
Customer Engagement Platform Configuration
Campaign Migration