How Dolby enabled a digital-first ideology to increase brand awareness and value

A multifaceted transformation

Since its founding in 1965, Dolby has become synonymous with high-quality sound. They’ve pioneered more advancements than we could list here, and they’ve been a shining example of how a tech company can perfectly nurture the creativity of their science-minded employees and foster an atmosphere of creation and experimentation.

Valtech’s relationship with Dolby extends back to 2018. Dolby was in the midst of evolving from a pure business-to-business focused “ingredient” brand to a consumer-facing “experience” brand. This transformation is rooted in conveying the essence of Dolby as a company, educating consumers to better understand its technology and how Dolby enhances media experiences.

The evolution of Dolby’s web presence was born of a need to bring their functionality into the 21st Century digital landscape, and a desire to increase brand awareness and value. The challenge was then not just to build a new website, but to enable a digital-first ideology, a branding shift and a multifaceted digital transformation.

Valtech transferred Dolby’s content over to Optimizely, built a rich front-end experience, allowing consumers to explore Dolby technology through their existing passions and on their own terms.

We also guided Dolby through discovery and technical design; unified marketing efforts in regard to metrics, analytics, and several campaign launches leading up to the new Dolby.com launch; and embedded a connected digital ecosystem mentality in Dolby’s DXI/Social group.

One of the biggest results from this work was the creation of a comprehensive website factory with an Optimizely core, where Dolby could leverage features and functionality that have been built for the new Dolby.com in order to launch additional sites, microsites and campaign sites, including Dolby SoHo assets and Dolby Professional. 

Dolby SoHo marketing automation

Dolby SoHo was an experimental space in New York that showcased immersive installations powered by Dolby technology. Alongside Dolby's migration to Optimizely, we unified data collection to streamline all future marketing efforts. We also assisted with the configuration and setup of soho.dolby.com, oversaw the integration between SplashThat (event management and check-in) and Optimizely, and developed an email template used for RSVPs and event notifications.

Dolby Professional

The Dolby Professional website speaks directly to developers, engineers, mixing/mastering studios, film production studios, hardware vendors and other partners and potential partners. There was a clear need for a significant overhaul of the Dolby Professional information architecture and numerous hard-coded, complex multi-step forms built on a Salesforce integration that needed to be migrated onto the new Optimizely site.

With the migration to Optimizely, Dolby stakeholders now have the ability to launch branded sites on their own, as needed. This autonomy has revealed opportunities for our partnership to explore new and exciting digital frontiers.