Reimagining Creative Collaboration Campaign

Creative collaboration, reimagined.

Adobe had a solution for one of the most pressing issues facing creative teams. The problem? No one knew about it.

Project Type
Full-funnel demand marketing program
Client
Adobe Creative Cloud for teams
Year
2021
 

Challenge

Adobe Creative Cloud is the gold standard for most creative teams. But despite its market dominance, many creative leaders at small and midsize businesses weren’t aware that Adobe offers a solution tailored to their needs. Adobe came to Stoke for help in creating full-funnel campaigns to build brand awareness and generate leads for Adobe Creative Cloud for teams.

Strategy

As we crafted a campaign that would convey the business value of Creative Cloud for teams, one message kept bubbling to the top: integrated tools help creative teams overcome obstacles created by a disconnected workflow and empower them to “work better together.” With this core value message as the cornerstone, we developed a campaign that helps creative leaders at growing companies reshape the collaboration process to thrive in the new digital-first workplace and support a dynamic business at every stage of growth. 

We created a collection of multimedia content assets designed to educate and inspire potential customers, drive engagement and “stickiness,” and generate inbound sales leads.

The Reimagining Creative Collaboration collection included:

  • Core assets (articles, eBooks, webinars, and solution briefs)
  • Derivative assets (short, animated videos optimized for social and mobile)
  • Promotional assets for email, social, and Adobe.com (landing pages, banners, and index cards), as well as display ads for retargeting

Here are just a few of the assets that brought this campaign to life:

  • Reimagining creative collaboration: 5 tips for remote creative reviews (article with companion video)
  • 10 Habits of Highly Effective Creative Leaders (eBook)
  • 10 Habits of Highly Effective Creative Leaders (promotional assets)
  • The Future of Creative Collaboration (Adobe webinar)
  • Building a Creative Dream Team That’s Positioned for Growth (Real Creative Leadership webinar, sponsored by Adobe)
  • Building a Creative Dream Team That’s Positioned for Growth (workbook)
  • Drive effective business collaboration with Adobe Creative Cloud for teams (solution brief)
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Impact

The content resonated with the target audience. Engagement levels were high, with metrics that exceeded benchmarks across channels, including:

Paid Social:
23% form completion

43.8%

from Q3-21 average
Email:
4.67% CTR

3.8%

from Q3-21 average
Content syndication:

6,676

responses

266

MQLs

4%

response to MQL rate
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