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In this chapter of the lab, we are going to explore single action campaigns. Journey Optimizer campaigns delivers one-time content to a specific audience as opposed to journeys where actions are executed in sequence. The delivery of the campaign can be performed immediately, based on a specified schedule or triggered through an API call.

As a Luma marketers, we’d like to build a Campaign to promote the new Luma Fall Collection. This campaign will display a banner on the website to invite visitors to look at the Fall Collection landing page. To build a campaign, we’d need first to determine the target audience, then the web content to display. We’d like to create 2 variants of our content and test out which one works best to then communicate the most effective experimentation to our audience.

Create the Audience

First let’s target our high value customers who are most likely to buy from this collection:

• Under Customer menu entry, select Audiences, then click the button on the top right hand corner.
• Select the Build Rule option, then Create
• Name your audience High Propensity Equipment Buyers, please prefix it with the email address you used when creating your account on Luma website, like: delaland+p1@adobetest.com - High Propensity Equipment Buyers
• Let’s define the elligibility criteria of our audience:
  • Under Fields section > Attributes,
    • Look for propensity, drag and drop the propensityScore attribute and add condition is greater than 0.7

    • Look for category, and click the icon to display the value breakdown

      

    • drag and drop the category attribute and add select the equipment value
  • Look for Direct and select General Marketing Direct Preferences, drag and drop the Choice Value attribute and add condition equals to Y (opt-in)
  • You should have the following conditions in your segmentation builder

  

  • If you click on Refresh Estimate, you should see the number of profiles that currently qualify to your audience.
  • You can also see sample profiles that qualified by clicking the View Profile button.
  • Publish the Audience by clicking the Publish button.

Create the Campaign

Let’s build a campaign that will display a personalized banner on the website to this specific audience

• Under Journey Management, click Campaigns menu entry, select click button on the top right hand corner.
• Campaign can be triggered immediately, scheduled or through an API call, select Scheduled and click Create

• Name your campaign Fall Collection, please prefix it with the email address you used when creating your account on Luma website, like: delaland+p1@adobetest.com - Fall Collection

• Under Audiences, select your High Propensity Equipment Buyers audience, keep ECID as identity type

• Under Schedule > Campaign Start, keep the option When activated manually
• Under Schedule > Campaign End, select On a specific data and time and stop the campaign at the end of next month midnight.

Create a Content Card

Adobe Content Cards help Luma effectively showcase the Fall’25 Collection in a way that is personalized, visually appealing, and user-friendly, leading to higher engagement and increased sales. Unlike traditional push notifications, Content cards integrate seamlessly into the user interface, offering persistent, non-intrusive updates that enhance user interaction and experience. This feature enables marketers to present relevant, rich media content to users, driving higher engagement and ensuring important messages are seen without disrupting the user journey.

• Under Actions section, click button, then select Content Card.
• Label the action name Luma Fall Collection.
• Under Content Card configuration, select the predefined setting called ContentCards.
• Content card are also available for mobile where you can define additional triggering rules. As we configure it for web now, let’s disable the additional delivery rules
• Let’s author the card by clicking the button

Create an Experimentation

Experiments allow you to optimize content for the action in your Campaigns. They are a set of randomized trials, which in the context of online testing, means that some randomly selected users are exposed to a given variation of a message and another randomly selected set of users to another treatment. After sending the message, you can then measure the outcome metrics like opens of emails or clicks on banner.

• Click button.
• Use Unique Clicks as success metrics.
• Use a 10% Holdout group
• Create a second treatment, A and B distributed evently
• Click Create button

Under Treatment A > Content Card, let’s apply the following message

• Title: Fall Collection: Limited Stock, Buy Now!
• Body: It’s cozy and chic
• Media Url: click the button, browse the Ajo Academy folder > Fall Collection folder, select fall-collection-banner-hiking, then click Select button
• Under Buttons section, click button and set Button Title to Shop Now.
• In the Target input type the landing page url: https://dsn.adobe.com/web/ajo-academy/fall-collection

The experiment should look like this:

Let’s create now the second experiment with the help of generative AI to speed up the content creation process

• Under Treatment B > Content Card, let’s apply the following message
  • Title: click the button, add your prompt (eg: Luma Outdoor appareil fall collection), fine tune the communication strategy and tone using the Text settings, then click Generate and select the variation you like the most.
  • Body: Apply the same as above to generate an Exclusive yet Empathetic message based on your prompt (eg: Discover our new camping gears)
  • Media Url: In the Digital Assets, browse the Ajo Academy folder > Fall Collection folder, select fall-collection-banner-camping
  • Under Buttons section, click button and set Button Title to Shop Now.
  • In the Target input button, copy the landing page url: https://dsn.adobe.com/web/ajo-academy/fall-collection

The experiment should look like this:

That’s it, you can review the campaign now, just click the button! if you go back to the Luma website home page, you shoud see an example of a live campaign promoting Luma Fall Collection activated.

You made it !

Congratulations! You’ve completed the lab 👍 ✨ 🎉 🚀 🤘 Together, we were able to:

• Improve our customer knowledge by collecting visitor data on our website.
• Build a customer profile with behavioral and personal data.
• Improve revenue by retargeting abandoners through personalized customer journeys and relevant contextual messages.
• Target our high value customers to incent them to visit the new Luma Fall Collection using A/B testing on inbound channels.

All this in 2 hours 👏 👏 👏 It deserves a gift for all this effort 😛

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