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case study

Kimberly-Clark empowers teams around the globe with Aprimo DAM

The challenge

Kimberly-Clark is a global leader in baby, personal care, and hygiene brands. Digital assets are at the heart of how they bring those products to life. Every photo, video, and logo must be easy to find, cleared to use, and ready to share.

An outdated digital asset management (DAM) system made this difficult. Navigating assets frustrated users, leading them to find workarounds. Over time, the company lost its central source of truth. So, when they took a fresh look at digital transformation, DAM was a top priority.

The solution

Kimberly-Clark selected Aprimo as a modern, flexible DAM. But with complex needs and 700+ users, they needed a clear plan and the right partner. Ntara joined the project to bring the vision to life.

Designing a dynamic data model

First, we worked with product owners and stakeholders to understand their needs. Through a series of workshops, we explored:

What types of assets do you manage?
How does your organization talk about these assets?
What would make them easier to find?

The answers led us to create a dynamic metadata model. Today, metadata fields adjust based on asset type, making it easier and more intuitive to upload and search.

For example, when uploading an influencer video, the system now knows it involves a model. It prompts the user to identify name, hair color, and clothing style. But when uploading a logo, those fields stay hidden, so users aren’t distracted by irrelevant details.

While helpful for users, this type of update made migration challenging because the two models didn’t match up.

“Migrations are always going to take effort, but using a partner makes it easier on everyone,” said Justin Alvis, VP, Sales, at Ntara. “We worked with the business to map their old metadata to the new dynamic model. It was an iterative process. In the end, we’ve successfully moved over a quarter of a million assets into the new DAM.”

Ensuring seamless digital rights management

Previously, rights management was a major gap. Every contract from every photo shoot includes a timeframe for image use. Once a contract ends, all related assets are unusable. The old DAM had no way to track usage rights per image, which left teams unsure which assets were safe or legal to use.

Now, Kimberly-Clark handles rights management in two ways. First, we integrated a dedicated rights management system with the DAM to give the team more control. Second, we added a custom field in the DAM that appears when a user uploads certain assets. For example, assets that feature a model can now prompt the user to enter an expiration date for the model’s contract. That date flows directly to the rights system, which can automatically expire the asset when time is up.

The result is powerful: teams can trust that what they’re using is safe, approved, and compliant.

Turning users into confident contributors

A big part of the project was streamlining the user experience, from the inside out. Kimberly-Clark works with many third-party agencies that ingest content into the DAM. That means we needed to understand and enable a broader community.

After implementation, we led a full change management effort. We grouped users by role and created tailored training to help teams easily upload and reuse content. External users, such as agency partners, received their own sessions and documentation, allowing them to confidently add content to the system.

We also established clear benchmarks from the start, including user satisfaction metrics, so Kimberly-Clark could track adoption and measure success.

Final result

Kimberly-Clark now embraces DAM as its single source of truth—a major win for a global company with complex requirements and high stakes.

Improved searchability is a welcome improvement. Users can now upload, locate, and reuse content faster, freeing up valuable hours across the organization.

One of the most critical questions we set out to answer was simple: Is the new system easier to use? The answer is a clear yes. Users say the DAM is intuitive, supports how they work, and helps them find what they need without confusion or delay. Even those with limited experience can jump in, navigate with ease, and feel confident using the content.