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 started by understanding who the existing customers, target audiences, and target industries are.

For paid campaigns, we used look-alike modeling to grow the audience and design retargeting campaigns to nurture leads. We developed the overall campaign strategy and created several micro-campaigns to provide valuable information reflective of the content available at Adobe Summit. Our main focus was on core messages of success for your business and your career. In the creative we produced, we shared product-use tips, trend insights, peer endorsements, networking opportunities, and event details.

With our proprietary analytics solutions, we customized a dashboard to provide Adobe with real-time metrics for paid and organic placements, as well as the ability to identify content messaging and creative that was most effective. The primary KPI for our engagement has been to increase unique visitors to the Adobe Summit registration site. By optimizing our content and paid placements, we were able to wildly exceed aggressive goals for promoting the 2020 event — increasing unique visitors to the Adobe Summit site by 222% from 2019 numbers. In fact, over the three years of our engagement, we’ve shown over a 20x lift in unique visitors.