Sanity as CMS for campaigns across 30 markets

Photowall sells wallpaper, posters and canvas prints to customers in around 30 countries. Campaigns are central to the business, but every market has its own language, currency, offers and timing. The marketing and product teams needed to be able to:

• create and change campaigns quickly, without depending on the development team
• tailor content per market without duplicating all the work
• let many editors work in parallel without stepping on each other's toes

We chose Sanity for its flexible content modelling, structured content and the ability to tailor the editing interface. The work covered:

• Campaign content model – campaigns are built from reusable blocks that editors combine freely, instead of fixed templates.
• Support for many markets – shared core content with local adaptations per market, so a campaign can roll out broadly and be adjusted locally.
• Dynamics and scheduling – campaigns can be controlled per market and time period, so the right content appears in the right place at the right time.
• Tailored editing environment – a Studio shaped around how the teams actually work, with clear structure, previews and workflows that keep things in order when many editors work at once.
• Rollout and training – we worked closely with the marketing and product teams to anchor the solution and make the editors self-sufficient.

Photowall's marketing and product teams now own their campaigns from idea to publication, across some 30 markets.

• Faster campaigns – new campaigns and changes are made directly by the editors.
• Local relevance at scale – each market gets tailored content without duplicate work.
• Freed-up development time – developers can focus on the product instead of content changes.
• A platform to grow with – the content model handles more markets, editors and campaign types.