Adobe
We gave the tools to creatives, and now we're giving them to advertisers.
Adobe asked us to raise unaided awareness, generate leads and website visits, and move them up the ladder for share of mind.
Creatively establishing Adobe's presence in the technology world was paramount, especially within this case as the AdTech industry is changing every day.By pushing branded and tailored content to industry professionals, we ensured that we accomplished the ask, and much more.
With a budget of $4,000,000, we garnered over 19,000,000 impressions, 338,883 websites visits, 23,237 leads and increased unaided awareness by 3%, positioning the Adobe Experience Cloud for Advertisers in the Top 3 brands for earned media.
Advertising SAAS was meant to make advertising easier, and not complicate it. The industry is unnecessarily complicated. We simplified it.
My role as the strategist ensured that I translate key finds and data that was collected into actionable insights that drove the campaign.
I led the competitive research them to establish where our client lies in the mind of the consumer. As a strategist, I used those same insights to develop a content strategy that spoke to each industry with the help of my colleagues.
By creating tailored content that spoke directly to decision makers and practitioner in industries that have higher ad spend, the campaign targeted those who would be more likely to convert.
The ask required us to take a B2B approach for an emerging, intense, and very fast-changing industry. Juggling learning new about our target everyday with keeping our campaign relative was a challenge that I thoroughly enjoyed.
The Plansbook
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Team Members:
Advisors: Professors Oscar Chilabato & Christine Ure
Andrew Thompson- Art Director
Sarah Deflaminio- Media Planner, Strategist, Project Manager
Julia Johnson- Art Director and Production
Taylor Haughton- Designer
Shane Sukhlal- Researcher, Strategy and Production
Madelyn Geisinger- Researcher and Strategist
Andrew Badway- Project Manager
Mariana Sosa- Media Planner
Shaylyn McCarthy- Project Manager
Rebecca Stillman- Event Strategist and Researcher