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Ivy Worldwide Imagination Challenge Case Study


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Ivy Worldwide Imagination Challenge Case Study

  1. 1. Adobe Imagination Challenge Word-of-Mouth Marketing Case Study
  2. 2. Overall Campaign ObjectivesThe Imagination Challenge was devised to supportthe overall Adobe Student Back to School marketingcampaign based on three objectives: 1. Broaden the Audience 2. Create Awareness 3. Positively Influence Brand Preference & Purchase Intent Confidential | Ivy Worldwide 2012
  3. 3. Social Media Objectives Social Media was tasked with driving engagement around the campaign and included the following four objectives: 1. Collaborate with influential bloggers in student segments to spur Blogs original third party content generation in coordination with the BTS campaign 2. Drive traffic via student influencer endorsements to Adobe Imagination Challenge microsite 3. Generate buzz throughout campaign milestones by continuously persuading audience to participate and use Adobe CS5.5 4. Drive active use on Adobe Students Facebook and Twitter channels to create excitement surrounding the Imagination Challenge Confidential | Ivy Worldwide 2012
  4. 4. Social Impact – Results at a Glance • 245K+ views of celebrity judge videos • 6,000+ new Adobe • 6 blog posts repurposing 14 Students page likes AdobeSystems YouTube channel videos • 50 posts supporting Imagination Challenge25% of top 140,000 • Drove > 4400 visitorsGoogle search results for to BTS microsite“Adobe ImaginationChallenge” attributable toinfluencers • 10% increase in followers • Drove > 3,200 visitors • 220K+ views on to BTS microsite YouTube • 237 tweets using • 75,000+ Social Blogs #AdobeImagination Embeds of video • 832 tweets discussing • 405+ tweets • 34 supporting blog posts the Imagination mentioning video • 54+ twitter shares and 20+ FB likes Challenge • 8k+ Facebook Likes propagating influencer posts on Photoshop Rap • Drove >5,000 visitors to BTS microsite Video Confidential | Ivy Worldwide 2012
  5. 5. Google Results 30% Top Google Results for “Adobe Imagination Challenge” were attributable to influencer content generation 6 of the bloggers drove 14 links into these videos Confidential | Ivy Worldwide 2012
  6. 6. Variety of Blog ContentWe continuously provided unique opportunities for influential bloggers to interact with thecampaign, thus spurring content generation throughout .Student Influencer Corps Result22 influencers with 34 blog posts highlighted:• 8.5M aggregate readers Challenge Launch• 50K+ twitter followers• Majority of audience Celebrity Judges made up of students and parents Milestone Announcements Real or Fake Google+ celebrity judge Interview Winner Announcements Confidential | Ivy Worldwide 2012
  7. 7. Blog Posts- Challenge Launch “Through their Imagination Challenge, Adobe is offering up 5 grand prizes of $10,000 each, as well as 36 $50 prizes for runners ups. What would you do if you had a $10,000 back-to-school budget? MacBook Air, new wardrobe, book fees…the possibilities are endless!” --Leah Schklar, TalkNerdy2Me Confidential | Ivy Worldwide 2012
  8. 8. Blog Posts- Meet the Judges “Have you entered your project yet? As I mentioned in that previous post, submissions will be judged in part by a panel of celebrity judges. Today I’d like to profile each of them… Read on to find out more!” --Thomas Frank, College Info Geek Confidential | Ivy Worldwide 2012
  9. 9. Blog Posts- Announcing Winners “Today, the Adobe Imagination Challenge Round 1 Winners were announced – did you win? Do you wish you got involved? Well it’s not too late!” -- Brett Napoli, College Cures Confidential | Ivy Worldwide 2012
  10. 10. @AdobeStudents Twitter Growth @AdobeStudents Twitter Followers (Sept-Nov)4600 • 10% increase in 4490 Twitter followers from4400 Sept – Nov4200 • 237 tweets using 4093 #AdobeImagination4000 • 832 tweets discussing the Imagination3800 31-Aug 30-Sep 31-Oct 30-Nov Challenge • 50 Twitter posts from @AdobeStudents • 50K+ aggregate influencers’ twitter followers Confidential | Ivy Worldwide 2012
  11. 11. Adobe Students Facebook – User Growth Adobe Students FB - Total Likes (Sept- Nov) 89000 88000 88228 87000 86840 86000 85000 84672 84000 83000 82919 82000 • 5,300+ new Adobe 81000 80000 Students page likes 31-Aug 30-Sep 31-Oct 30-Nov from Sept – Nov • 50 posts supporting Monthly Active Users (Sept –Nov) Imagination Challenge 70000 • Drove > 4400 visitors 60000 to BTS microsite 58765 50000 49889 40000 35439 41262 30000 20000 10000 0 31-Aug 30-Sep 31-Oct 30-Nov Confidential | Ivy Worldwide 2012
  12. 12. Facebook Posts Supporting Imagination Challenge • 50 posts on challenge from Adobe Students  19 belonged to Real or Fake Challenge • 386 comments on Imagination Challenge posts • 1188 likes on Imagination Challenge posts Confidential | Ivy Worldwide 2012
  13. 13. Real or Fake Contest @Adobe Students Tweets and Retweets 200On both Facebook and Twitter, user engagement 160was at an all-time high during the Real or Fake 120Challenge in September & October 80 40 0 June July Aug Sept Oct Total Tweets RTs Adobe Students Facebook page Engaged users 600 400 Facebook 200 Engaged Users 0 Confidential | Ivy Worldwide 2012
  14. 14. College Humor Photoshop Rap Video +Imagination Challenge Site wrap • 640k+ Total Video Views • 215K Views on YouTube • 75,000+ Social Embeds of video • 8k Facebook Likes • 408 Tweets • 111 Google+ plus ones • 2,000+ Comments Confidential | Ivy Worldwide 2012
  15. 15. Blogger Verbatims “Im a huge fan of Adobe (theyre the guys that brought us Photoshop, Dreamweaver, InDesign, Flash, and tons of other design software essentials), and they just got even cooler in my eyes.” “…you can win $10,000 for just expressing yourself in the Adobe Imagination Challenge. Adobe has different, versatile programs that make it possible for you to express yourself in any way imaginable, or even to communicate something important to you.” Confidential | Ivy Worldwide 2012
  16. 16. More Blogger Verbatims “We’re really big into Adobe’s Student Imagination Challenge. We’re up for anything that involves offering students money (we’re talking $10,000) just for being creative.” “Even if you do not want to enter the challenge, I highly suggest checking out the Creative Suite 5.5. Adobe has always had great products, and this suite is no different. Between Photoshop, Dreamweaver, and everything else the opportunities to create are endless.” Confidential | Ivy Worldwide 2012
  17. 17. Word-of-Mouth ReferralPlease indicate how you first became aware of the website IC Site Awareness 25% 22% According to a survey of 20% all Imagination Challenge 18% 16% participants, 18% 14% 15% 13% learned of the 10% Imagination Challenge 8% 6% through social 5% 4% networking 0% Social Online A friend told Other Online Faculty Print media networking advertising me (please search specify) engine• KTA: Nearly 40% of survey respondents indicated that they learned of the IC through word-of-mouth recommendations (Social networking, Faculty, or ‘a friend told me.’) indicating the IC was successful in creating awareness and a viral buzz about Adobe and the CS5.5. 17 Confidential | Ivy Worldwide 2012
  18. 18. Influencing Intent to Purchase How likely are you to tell friends and colleagues about Adobe as a result of visiting the Adobe Imagination Challenge Website? Likelihood to visit after visiting IC 50% 46% 45% 41% 40% 35% 30% 25% 20% 15% 10% 7% 5% 0% Very Likely Likely Unlikely KTA: 87% of survey respondents said they would be ‘likely’ or ‘very likely’ to recommend Adobe and its products after spending time on the Imagination Challenge website 18 Confidential | Ivy Worldwide 2012
  19. 19. Broaden the AudienceWhich of the following best describes your major area of study? Area of Study 90% 78% 80% 70% 60% 50% 40% 30% 22% 20% 10% 0% Design Students All Other MajorsKTA: In North America, the IC was responsible for broadening theaudience to those outside of the typical Adobe BTS consumers –design students – as greater than three quarters of respondentsindicated they had a non-design major in college. 19 Confidential | Ivy Worldwide 2012