ADOBE EXPERIENCE CLOUD

LEAD YOUR LEGACY

Overview

Role: Account Executive

The Adobe Experience Cloud for Advertising combines all the power of Adobe's ad tech solutions (Audience Manager, Analytics Cloud, and Advertising Cloud) into one all-encompassing solution. Adobe tasked us with building an awareness campaign that reaches some of the hardest consumers to convince: advertisers.

Campaign Goal

The primary goal of this campaign is to raise awareness of Adobe as the leading, independent ad tech provider with our target audience: companies and agencies spending $1M+ annually on digital advertising

Campaign specifics

Region

The U.S. is the top priority market, so this campaign will focus on raising awareness here.

Timing

Sept 2020–Mar 2021 (6–7 months)

Budget

$4 Million

Budget to include all costs for media, production, experiential or other tangible forms of promotion. Agency fees for administration or other markup services are not required.

Specified Target Audience

FrontRunners: A leader who strives to exceed expectations and is determined to leave an impact on the industry. They are typically within the roles of C-Suite Executives, High-Level Management, Planners, or Buyers and are involved in the buying process for new company-wide software.

Key Insights

FrontRunners want to leave an impact

Primary research shows that FrontRunners are goal-oriented professionals that are always on the lookout for solutions to propel their career while keeping up with industry advancements. This mentality allows the target audience to lead their company while building upon their own success.

They are searching for a partner with a solution

FrontRunners want to partner with a company that delivers on its promises and provides a solution that removes friction. Moreover, they seek a seamless workflow that allows them to take charge and maximize their business.

"[AD TECH COMPANIES] PROMISE YOU ALL THESE RESULTS TO MAKE IT EASY AND PUT [YOUR COMPANY] ON AUTOPILOT. I DON’T WANT TO BE ON AUTOPILOT. I’M A BUSINESS OWNER. I WANT TO ACTUALLY RUN MY BUSINESS. I DON’T WANT TO TURN ALL THE CONTROL OVER TO AN AD TECH SOLUTION."

- Tracey S., Marketing Consultant

CREATIVE INSIGHT

Emotion over imformation

Primary and secondary research states that business professionals resonate best with B2B advertisements that are relatable, visually appealing, and provide relevant product information. Emotional appeals will be used to capture FrontRunners’ attention and intrigue them to learn more about the ad tech product.

 

Executions will feature professionals and their empowering stories of success. The ads will present the Adobe Experience Cloud for Advertising as the perfect partner to maximize their drive for meaningful achievement.

Lubbock ADDYs:

District ADDYs:   

Print Campaign - Gold

Out of Home Campaign - Gold

Print Campaign - Silver

Awards

National Student Advertising Competition

District 10

2nd Place