Building a global audience for an industry-leading event.
Through dynamic touchpoints, Adobe Summit drove record-breaking registrations.
Project Type
Social marketing program to drive event registrations
Client
Adobe Events Marketing Team
Year
2022
Challenge
Two years into the pandemic, event hosts were feeling the impact of “Zoom fatigue.” With interest in virtual events dipping, businesses were looking for ways to drum up continued interest among sponsors and participants.
Going into our fifth year supporting Adobe Summit from a social, blog, and paid media perspective, the Stoke team needed to cut through the clutter and drum up excitement for this industry-leading event. With a worldwide virtual audience, our campaign had to be bigger and more focused than ever.
Strategy
Powered by insights from previous years around content engagement and best practices, we looked to increase animated and video assets. By creating more “movement,” we aimed to give social content more stopping power — and drive followers deeper into the Summit experience.
We knew people-driven content consistently performed well, and so we identified and activated Adobe insiders, customers, and other Summit influencers. After interviewing dozens of participants and presenters, we developed several new social content campaigns, including “See You at Summit.” In this series, interviewees shared what they were most excited about going into Summit and why Experience Makers should attend the event.
We also introduced a new user-generated content campaign, “Show Us Your Summit.” In the days leading up to Summit 2022, we posted images and videos shared by 2021 attendees — showing how they engaged with last year’s virtual event from their homes, offices, and other locations. We encouraged participants to share images and videos as they dove into Summit 2022, using #ShowUsYourSummit to flag social posts. During Summit, our team tagged posts as they came in, sharing these unique experiences with hundreds of thousands of fans, friends, and followers.
In addition to these campaigns, we continued to share and socialize essential content, including blog articles and social assets tied to registration dates, specific track information, speaker announcements, and more.
Impact
More than 100,000 people registered for Adobe Summit, a new record for Adobe’s in-person and virtual events. Stoke’s campaigns consistently outperformed prior-year engagement, driving more visitors — through paid and organic social posts — to the Summit site to explore and register for the event.
The content resonated with the target audience. Engagement levels with content were high, with metrics that exceeded benchmarks across channels including:
Paid social
2 million
2 million
impressions day-of
10 million
10 million
impressions overall
social:
LinkedIn reach
24%
overall conversion rate
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