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Adobe

Brand Communication

Create IMC campaign to make Adobe relevant among design community.

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SUMMARY:

To drive renewals of the Creative Cloud Enterprise, Adobe aims to engage Creative Decision Makers (CDM). We researched factors that influence their purchase decision and flipped the script to solve the real challenge - how can we make Adobe cool again?


My Role:

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


User needs:

We interviewed creative leaders and found out the design industry is changing and collaboration is the king for creative teams.

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INSIGHT:

CDMs purchase decisions are most influenced by feedback from the designers who use Adobe products everyday. To influence the CDMs, we shifted our target to the design community.

We conducted competitive analysis, user research, and brand analysis to find opportunities.

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New competitors are emerging but Adobe is acting slow.

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We did a Web Audit to better understand why Invision can better connect to consumers.

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Strategy:

We analyzed the current perception and decided the future direction. We also defined the design community’s needs to tell a better story.

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Tactics:

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mEANSUREMENT:

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Behind the scenes:

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TEAMS:

Brand strategists: Louise Guy, Mark Gozzo, Robert Clark, Sally Zhang.