Develop an IMC campaign to make Adobe relevant among design community

Adobe

 

Competitor Analysis / Social Listening / Web Analysis / Strategy Development / Storytelling / Pitching

To drive renewals of the Creative Cloud Enterprise, Adobe asked us to discover ways to engage Creative Decision Makers (CDM). After we researched factors that influence their purchase decision, we decided to flip the script to solve the real challenge - how can we make Adobe cool again?

The Research

  • Social Listening on how people taking about Adobe

  • Competitor Analysis on other design tools

  • In-Depth Interviews with creatives in agencies

  • Web Analysis on messaging

  • Secondary Research on consumer need and industry trends

What we found is the design industry is changing. Creatives need to wear many hats producing more with less when clients are rising expectations and shrinking budgets. That’s why collaboration is the key for creative teams. As leaders, they look to their teams and empower them to do the best work possible with available resources.

Based on the user research, we were able to distill the insight - CDMs purchase decisions are most influenced by feedback from designers who use Adobe products every day. In order to influence the CDMs, we shifted our target to the design community.

Another trend we found from the Competitive Analysis was Adobe is acting slow among new competitors and not meeting the needs of the design community. Eventually, Adobe is perceived just as a necessary tool.

web3 pic.001.jpeg
web3 pic.002.jpeg

The Strategy

We analyzed the current perception and decided to humanize Adobe as a partner in the pursuit of great design.

(Current) > (Desire)

Necessary tool > Design partner

Product-focused > Benefit-oriented

Showcasing > Storytelling

To meet the needs of the design community, we broke down the strategy into three buckets to join the design conversation.

(Needs) > (Tactics)

The like to share their creative ideas. > Listen

They want their efforts to be recognized. > Supercharge

They are constantly fascinated with the new and different. > Inspire

The Experience

We designed an IMC campaign to bring the strategy to life using three tactics - listen, supercharge, and inspire designers via different channels including online blogs, outdoors, and social.

web3 pic.003.jpeg
aodbe+tactics.004.jpg

The Team

Louise Guy (Strategist)

Mark Gozzo (Strategist)

Robert Clark (Strategist)

Sally Zhang (Strategist)