ADOBE EXPERIENCE CLOUD FOR ADVERTISING
LEAD YOUR LEGACY
Short version
How do you convince business leaders in marketing and advertising to invest in a new ad tech software for their company?
Problem
Advertisers are reluctant to buy into an ad tech solution because they believe it takes some of the control out of their hands.
Opportunity
Adobe has the opportunity to show these leaders that their new ad tech solution allows them to take charge of their own narrative and maximize their business.
Solution
Appeal to the consumer's emotional needs of leaving an impact within their own company and industry while also providing them the necessary information to sell the Adobe Experience Cloud for Advertising to their superiors.
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.
Adobe
Lubbock ADDYs:
District ADDYs:
Print Campaign - Gold
Out of Home Campaign - Gold
Print Campaign - Silver
