Cannes Lions

More Than Just Work

WE COMMUNICATIONS, Bellevue / ADOBE / 2019

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Overview

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Credits

OVERVIEW

Background

The small-to-medium-sized business (SMB) segment was a relatively new segment for Adobe, and was a significant development area, with aggressive growth targets for APAC. However, communicating the value proposition of their products was proving?difficult for them.?Adobe?was considered “too?expensive”?by SMB decision makers, and the benefits of the software were hard to understand.??

So Adobe asked us to develop a digital campaign that would resonate across APAC markets, communicating?the value of the Adobe Cloud offering in order to increase awareness of Creative Cloud for Teams and generate interest from SMBs in APAC.??

Idea

To prove the value of Adobe Creative Cloud for Teams, we wanted to show how the software allows the traits and personalities of the individuals at SMBs to flourish, and to come together to do truly great work. We wanted to tell the individual stories of the people who make up a small business, and show that when you bring curious, creative individuals together, who feel like they’re represented in their work, it adds to the output of the business.

Due to the cost of Adobe’s products, we also needed to make these stories relatable and attainable. And really tap in to the emotional output that Adobe can provide: identifying with SMBs true self-expression and self-realization—it’s more than just work.

Strategy

To arrive at our strategy and creative,?we analyzed Adobe’s customer analytics, audience personas, and sales data, and?crosschecked?it?with trends?reports?from our proprietary I&A tools.?

We?were able to?identify?our core?audience: SMB Creative Directors, IT Decision Makers, and CIOs. Adobe had been?communicating?a product story that was too general and too broad in its targeting to have efficacy?and lead to sales.??

With this information, we identified key?product?themes for our storytelling that would address our audience’s pain points: security, mobility, productivity, and reduced operational costs.

With our key audience, pain points, and themes?determined, we developed our key insight: Adobe’s Cloud Solutions enable creative SMBs to flourish doing what they love most.

Execution

We developed the campaign platform,?‘More Than, Just Work,’ celebrating SMBs unique personalities and passions, demonstrating it’s more than just work for them.?It’s who they are.

This came to life in a six-part series highlighting APAC’s hardworking SMB culture, going behind the scenes of Sydney-based creative agency Monster Children.?

In addition to the creative platform, we:?

• Designed and executed an?integrated marketing campaign, including content and channel strategy, social media strategy, copy, media planning, RM, and SEM.?

• Developed six hero videos, shot in Australia and in Bali, six social cut downs for LinkedIn and Facebook (including creative, copy, targeting, etc.), six eDMs, display for paid search, and all the copy, content, and design of Adobe’s campaign landing page.

• Owned community management: posting content, managing the Adobe Creative Cloud page, monitoring campaign content, and engaging with their community, escalating issues and customer service queries.?

Outcome

We had aggressive growth targets to meet for the campaign, solely focused on driving traffic to the SMB solution campaign page: https://www.adobe.com/au/information/smb-cloud-solutions.html. But we met and exceeded all KPIs.

• 29.24% traffic uplift

• 20 million people reached

• 8.4 million video views??

• 45% completion rate??

• Total APAC traffic increased almost 50% YOY

• Australia and New Zealand SMBs beat their quarterly rolling forecast by 22% ?

• Korea exceeded traffic targets by 10% to local SMB solutions page?

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