Adobe is a $9 billion global company best known for their creative products, Adobe Creative Cloud, and for giving everyone—from emerging artists to global brands—everything they need to design and deliver exceptional digital experiences.
THE ASK:
Adobe asked us to create a seven month campaign to raise awareness of Adobe as the leading, independent adtech provider through their adtech product, Adobe Experience Cloud for Advertising. Their target audiences were companies and agencies spending $1M+ annually on digital advertising.
THE STRATEGY:
We conducted eight months of research that included 1-on-1 interviews, focus groups, social listening, and more, for a total of 2,974 research impressions. From our research, we found that competitors' claims of an end-to-end stack and independence and transparency fail to resonate with the target. Instead, Adobe can uniquely and credibly claim that Adobe Experience Cloud for Advertising harnesses the power of data and creativity to deliver ads so relevant, personalized, and dynamic that consumers can’t help but notice.
THE IDEA:
Get Noticed, a campaign that focuses on Adobe's unique ability to deliver data-informed creative and advertisements that are impossible to ignore.
THE RESULT:
- First place winner of the 2020 National Student Advertising Competition
- MRI Simmons Inspired by Insight Award
FULL PLANS BOOK:
Get Noticed campaign created with the University of Virginia Promotions Class of 2020