How Adobe Adds Influencers to Double Campaign Engagement
About Adobe
Adobe is a Fortune 500 enterprise with nearly 30,000 employees and over $14 billion in total equity. Their solutions include Adobe Creative Cloud, Adobe Document Cloud, and Adobe Experience Cloud.
From Adobe:
"We saw a 150% increase in form completions on LinkedIn from the influencer hero asset and ads.”
"The TopRank Marketing design, editorial and account management teams impressed our Brand Studio and have become part of our chosen partner."
Challenge
Adobe Experience Cloud is a robust platform for intelligent, automated marketing and analytics. But despite acclaim from industry analysts and multiple industry awards, Adobe wanted to increase brand awareness for their Analytics Portfolio to more than Adobe Analytics.
The brand wanted to reach out to B2B marketers in the EMEA region, in over 900 targeted accounts. Their goal was to raise awareness and capture leads for their marketing and customer experience solutions, including Adobe Real-Time CDP, Adobe Customer Journey Analytics, and Adobe Target.
Strategize
TopRank Marketing identified the influencers who were truly influential with Adobe’s B2B marketing audience. As a group, these influencers had the combination of reach, relevance and resonance to make a fruitful collaboration.
Customize
The final asset included contributions from industry experts including:
- Bernard Marr, Founder and CEO, Bernard Marr & Co
- Simon Asplen-Taylor, CEO and Founder, DataTick
- Ronald Van Loon, Principal Analyst and CEO, The Intelligent World
- Neil C. Hughes, Tech Columnist and host of Tech Talks Daily
- Yves Mulkers, Data and Analytics Strategist
- David Raab, Founder CDP Institute
- Lars Skjoldby, Founder of the Danish digital marketing agency Skjoldby & Co
Activate
Toprank Marketing and Adobe promoted the asset through influencer amplification on social media, paid and organic LinkedIn posts, and email.
Impact
The influencer-led content generated 2x the engagement of comparable Adobe campaigns, and increased form completion rates on LinkedIn by 150%.
