Adobe CS5 Targeted Accounts

Objective: Upgrading software can be an agonizing and slow to deliver ROI. We sought to shift the perception held by corporate marketers and large agencies to one of enablement.

Approach: We built this campaign around empowerment and recognition. We prompted recipients to ‘belong to the future’ by upgrading to the latest versions of Adobe software, which enables them to develop experiences for any device, anywhere. We helped them take ownership of the idea by giving them badges to share with their team of ‘design visionaries’. High levels of engagement with the content on the personalized microsite proved that our story hit home.

Highlights:

• Over 13% of our high-value targets responded to the DM
• High percentage converted to meetings for sales
• Significant pipeline revenue in progress