Adobe Influencer Days Case Study
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Adobe Influencer Days Case Study Adobe Influencer Days Case Study Presentation Transcript

  • Adobe Days 2012May 16-17, 2012 Wrap up Report
  • Concept • A two-day event at Adobe’s Headquarters in San Francisco geared toward student influencers • Designed to drive endorsement and affinity for the Adobe brand and Adobe’s solution among students • Focused on gathering market intelligence and strengthening relationships with key influencers
  • Objectives • Encourage influencers to create original third-party content to promote these three key messages for Adobe Students: 1. The Importance of personal branding for students and how Adobe products (CS6 + CCM) help them achieve it 2. How is CS6 and CCM relevant to students 3. Adobe & Your Voice: Initiate support for BTS campaign planning and execution• Additionally, establish solid relationships that allow for frank, honest discussion about Adobe marketing efforts, and how to improve same when targeting student demographic
  • Attendee Summary • Mix of 15 core and non-core student bloggers whose blog and editorial content covers topics from how to succeed as a student and personal branding to technology and general college life news • 4 PBD student reps > 2.7M Total Unique Monthly Blog Visitors > 8,000 Total Twitter Followers > 14,800 Total Facebook Followers
  • Content Success MetricsContent Goals Results • 22 Total Adobe Days Blog Posts (May 11-25) • 20 Total Adobe Days Blog Posts • More on the way! Areas of content Focus: How Many blog posts mentioned key focus areas 1. Personal branding CS6 (16) 2. Photoshop Personal branding (12) 3. Creative Cloud 4. CS6 Photoshop (10) Creative Cloud (7) • 150 Total #AdobeDays Tweets • 185 #AdobeDays Tweets • 100% Positive Sentiment • 100% positive sentiment • 250+ Photos on Facebook posted
  • Blog Post Example Personal Branding “Youve all heard by now that employers will almost definitely Google you and look you up on Facebook. Why not take advantage of it? Even for majors like business or psychology, a strong website or online portfolio can help you stand out from the rest” “Adobe execs shared how Adobe products are bringing creativity and business together. “ “…Photoshop will give you an advantage with clean, crisp designs on your resume” “Dreamweaver gives you the tools to create school or personal websites” --Stephany Fan Personal Branding in Today’s Job Market
  • Blog Post ExamplePersonal Branding “Another big focus of the Adobe Days event will be how Adobe products can be used to create a brand and more importantly a personal brand for students, young entrepreneurs, and young-go- getters. “Part of what I’m most interested in seeing and sharing with all of our readers is how students can harness the power of Photoshop and the other Creative Suite products to really excel their careers and businesses through branding.” --Chris Pund I’m Going Going, back back, to Cali Cali…. #AdobeDays
  • Blog Post ExampleCS6 for Students “Adobe is about making creativity and business work together,” Rosenberg explained. “…InDesign CS6 streamlines the creation of multiple layouts from a single set of content, helping to deliver interactive campus publications for iPad, Kindle Fire and Android devices. “ “Dreamweaver CS6 enables students to create high-impact school or personal websites. There are so many ways Adobe CS6 can help you achieve your career goals!” --Sarah Feng Hackcollege Goes to Adobe Days
  • Blog Post ExampleCS6 for Students “Speaker, Jon Perera, is all about the Creative Cloud and the Social Networking environment. ‘ “The desire of students to stand out was crucial this welcome. CS6 can help students really STAND UP for their beliefs not in this workplace, but in their life“ “The new app Photoshop Touch was incredible! You can pull apart layers with your fingers, zoom in for fine detail work. It’s so innovative and simplified for any user” --Lauryn Gordon &adobe keeps getting better
  • Blog Post ExampleCreative Cloud for Students “Creative Cloud is a cloud storage hub for your Creative Suite. When you purchase a year subscription, students pay $30/month” “With Adobe launching a new Creative Suite almost every year, the old pricing model just doesn’t make sense over what Creative Cloud can provide”--Bobby AdamsonAdobe Days Preview: What does CS6mean for a student hustler? I’m going toSan Fransisco to find out
  • Blog Post ExampleCreative Cloud for Students “There are a lot of super cool features that are new to CS6, including a Creative Cloud option where you pay a monthly student-friendly rate and have access to all the entire suite of programs online. Pretty neat — and affordable — right? Yup, we thought so too” --Alex Gehringer How to Take the Perfect Facebook Photo
  • Adobe & Your VoiceHands on LabSkilled core and untrained non-core students dove intocreating their own t-shirt design, in the process validatingthe contest as a promotional tool while also refiningpositioning and presentation of same to the targetaudienceThis was also an opportunity to test & gather feedbackthat will lead into the T-shirt tutorial design process forthe summer 2012 student campaign
  • Conversation & Feedback• Several Adobe Education personnel were present at the event and took time to ask the student influencers their opinions on different aspects of Adobe Students strategy and messaging• Students shared their honest feedback – either validating current strategy & messaging or providing further insights to improve• There was resounding positive feedback from Adobe personnel regarding the critical market insights they gathered at the event through conversations with the students
  • Creativity & SocialTrolley Photowalk TourStudents had achance to tour thecity of SanFrancisco, takephotos, andnetwork with oneanother. Theoutcome was moreconversation onhow to thrive asstudents and moreAdobe experiencesto share with theiraudiences
  • Students tweeted to theirTwitter audience of over 8,000 aggregate Followers about CS6, Creative Cloud, how Adobe supports personal branding, and other student-focused topics whooo im so obsessed w/ @Adobe right everything im hearing and learning today! #AdobeDays @AdobeStudents – Annie Wang, Her campus Touring @Adobe headquarters! Seriously cool stuff happening here for college students; adobe is great for personal branding –Stephany Fan, College Gloss The content aware tools for Photoshop CS6 works wonders! @Adobe really works towards removing the ceiling away from creativity #adobedays --Mustafah Greene, Surviving College One thing that I can take away from the new features in CS6 for law students is the ability to stand out with e-portfolios #AdobeDays -- Erin Kulesus, Itsamisa
  • Facebook Students updated their Facebook coverphotos, instagramed, and shared Adobe Days photo albums via Facebook with their audience of over 14,800 aggregate friends
  • Other great Blog quotes “Adobes Creative Cloud is what were looking forward to most. Not because were still grappling with this concept of our files being but because it will make life easier for us as creators of web things.” --Greg Narayan, Honest College “Adobe Days is not all conference and work. But hearing about the new app Photoshop Touch was incredible! You can pull apart layers with your fingers, zoom in for fine detail work. It’s so innovative and simplified for any user. The networking on day one alone astounded me. I’m PUMPED to get started on this designing life, liberty、and the pursuit of simple amazing content.” -- Lauryn Gordon, Talk Nerdy 2 Me “The great minds at Adobe are spending a lot of efforts on trying to understand how they can better serve both their core design student users and those students who aren’t so design savvy..” -- Maximillian Garland, Bright Futura