A brand driven campaign to influence and inspire.
A brand driven campaign to influence and inspire.
Sometimes, developing a brand isn’t just about promoting your product or service, it’s about inspiring your audience. That’s why the main thrust of Adobe Acrobat’s ‘Make Your Move’ awareness campaign involved giving professionals useful advice to help them achieve their goals – whether that’s starting a business, or efficient hybrid working.
The messaging was slightly different for each campaign. For ‘Make Your Move – Starting a Business’ we wanted to create engaging content for individuals who aspire to start their own business and become successful entrepreneurs.
For the ‘Make Your Move – Flexible Working’ campaign, our goal was to show professionals how hybrid working could work for them and all the benefits that come with it. We’d share tips and tricks along with the inspirational and attainable stories of four successful entrepreneurs living the remote working dream.
The aims for both campaigns were to change the perception of Adobe Acrobat, provide the audience with educational content, and drive product usage – all while growing awareness and engagement.
For each campaign we took the time to find influencers we believed would most appeal to our target audience. Once chosen, we planned and produced video content – filming snapshots into their lives and careers.
For the ‘Make Your Move – Starting A Business’ campaign, we created a landing page, display, and media assets which introduced entrepreneurs and their inspiring stories. The aim was to give budding businesspeople the right tips, advice, and tools they need to help them succeed.
On the ‘Make Your Move – Flexible Working’ side of things, we highlighted successful hybrid workers and showed how integral Adobe Acrobat is to their remote working lifestyle. Their stories shared both the personal and human reasons behind their choices, as well as more practical tips and tools they needed to help them succeed.
Landing pages filled with engaging video content and easy-to-navigate stories were created for both campaigns. After a broader introduction to the topic, each page then gave the user opportunities to learn more about individual case studies. Scrolling further down, each page then introduced the benefits of Acrobat and how it can help them achieve their goals – be it hybrid working or starting a business.
Each landing page received over 150,000 visits and our videos amounted over 80 million views. The campaigns inspired people to download almost 2,500 PDF toolkits, and hopefully some of those new users will go on to follow in the footsteps of our featured influencers.