Adobe CPG Digital Events Program
With a focused strategy, Adobe’s CPG digital events program became a powerhouse source of creative inspiration.
Project Type
Digital event strategy, branding, content creation
Client
Adobe
Challenge
Adobe’s powerful suite of creative products helps teams around the world breathe life into their work. But with so many different tools — each with so many different uses — Adobe’s Creative Product Group (CPG) team was looking for a better way to inspire their audiences and cultivate a transformative creative community.
“Designing a successful digital event is all about making people feel connected. We strategically figure out how to create a narrative that is actually entertaining and inviting — one that creates a sense of welcoming and belonging.”
— Jordan Hall, Associate Director of Content Strategy at Stoke
Strategy
The CPG team was already running a digital events program, but it wasn’t delivering on their most important objectives: connecting audiences with like-minded innovators and delivering reliable sources of inspiration to help users leverage Adobe tools as much as possible.
Together, we created a tailored, flexible strategy that elevated Adobe’s digital events program to a powerhouse of accessible creative knowledge, producing more than a dozen shows and hosting at least one live show every week. These digital events promoted the idea of creative exploration, as well as practical applications for tools like Adobe Firefly and Adobe Photoshop, while featuring guest speakers from prominent brands.
Execution
To get a digital event off the ground, our team worked with Adobe each quarter to strategize event topics and product focus. Leveraging in-house Adobe case studies and success stories with our own expertise, we carved out themes and created engaging abstracts for individual events. These abstracts helped inform speakers and audiences about the digital event’s objectives and guided direction for promotional demand kits.
Demand kits
Demand kits are collections of creative assets and an integral strategic piece of a holistic digital event experience from registration to syndication. For each new digital event, we created promotional collateral to help drive registrations and connect audiences with content that matched their creative objectives.
These assets included:
- Registration emails
- Index cards to advertise the event (live and on-demand)
- Registration pages (live and on-demand) with a fully custom session abstract featuring speaker details and content overview
- “Thank you for registering” pages (live and on-demand)
Event production
After producing demand kits and creating event content, we moved into event production. Working alongside the Adobe production team, we prepped speakers before event day. We also supported viewers during the digital event experience by facilitating engagement and answering product questions through the platform’s chat feature.
“Such integrated content and flawless execution could not happen without the stellar digital events leaders on this team who leveled up the customer experience.”
— Rachel Elnar, Senior Creative Producer at Adobe
Impact
During the life of the digital events program, the Adobe CPG team saw incredible growth in several key areas quarter over quarter:
74%
Registration
increase
59%
MQL generation
increase
35%
Chat engagement
increase
40%
Attendance
conversion
Ready to start or improve a digital event series that shares actionable information and drives meaningful results? Contact us today.