Social listening uncovered a tweet that said it all: “Just pulled the trigger on a CS5 upgrade for the agency. Always painful.” Upgrading software is never easy and often slow to deliver ROI. So I framed this campaign in way that made the story one of empowerment and recognition rather than a painful expense. We prompted recipients to ‘Belong to the future’ by upgrading to the latest versions of Adobe software to enable them to develop experiences for any device, anywhere. We helped them get involved in the idea by giving them badges to share with their team of ‘design visionaries’—empowering our target and helping them recognize that these people deserve the latest and greatest tools. High levels of engagement with the content on the personalized microsite proved that the strategy and story hit home.
Each video was dynamically customized to end with a personal call to action
