Adobe Summit

Social Strategy, Management, Execution, Content Development, Analytics
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Year

2017-2020

Type

Social and Paid Campaigns

Client

Adobe Summit

Role

Strategy, Paid and Organic Content, Analytics

THE RESULTS

20x Lift in Unique Visitors Over 3 Years

The Challenge

Adobe continues to raise the bar for its annual digital marketing conference, Adobe Summit, to become the leading industry event for digital experiences.

The Adobe Summit team partnered with Stoke to increase brand awareness and global growth via social media channels and paid social, search, and display. The project required collaboration across product and partner teams, global marketing, and social media managers to elevate brand messaging on social media. 

We’ve been engaging savvy, informed audiences year-round, while regularly identifying and nurturing new customer segments for growth. For the past three annual conferences, we’ve worked with the Adobe Summit team to promote an event now attended by nearly 20,000 marketing, analytics, and technology professionals. And in 2020, due to COVID-19, we pivoted with Adobe as they switched to an all-digital Summit in 30 days.

The Solution

Stoke developed a comprehensive strategy anchored in past Adobe Summit attendee insights and 2020 goals. Once in place, we leveraged targeted media placements to ensure engagement and action. All of this was supported by real-time analytics and optimization. 

Strategy 
Stoke started by understanding the diverse Summit participant profile — who attends, what their motivations are for attending, and the unique industries and verticals they represent. By understanding attendees’ connection to Summit as well as the business needs, goals, and pain points driving them to register, we were better able to define and refine meaningful personas and ways to speak to and activate Summit segments. 

Creative
Our core messages promoted Summit as the go-to for driving business and career success. Creative content included product-use tips, trend insights, peer endorsements, partnerships, networking opportunities, and event details. Formats were carefully selected to maximize engagement, social sharing, and conversions, and included bold speaker visuals, attendee video clips, upskilling GIFs, and more. 

Paid Media
For paid campaigns, we used look-alike modeling to grow the audience. Designed retargeting campaigns to nurture cross channel audience and leads. From here, we created several micro-campaigns to provide valuable information reflective of the content available at Adobe Summit, with Facebook PPC ads running from pre-registration through the event itself. Utilizing high intent purchase windows we leveraged ABM strategies on LinkedIn to deliver the right messaging to specific audiences.

Analytics
Leveraging our proprietary analytics solutions and Adobe Analytics, we customized a dashboard, that incorporated social data with website conversion providing Adobe with real-time metrics for paid and organic placements. Having this transparency enabled Adobe and the Stoke team to identify the most effective, efficient content messaging and creative.

By optimizing our content and paid placements, we were able to exceed our aggressive goals year-over-year. In 2020, we increased unique visitors to the Adobe Summit site by 222% YOY, with an overall 20x lift in unique visitors between 2017 and 2020. 

Where do we go from here? We’ll continue to create meaningful connections for Adobe Summit year-round. Serving up fresh content to new and existing audiences.