Technology is changing marketing. From social marketing to e-commerce to analytics, CMOs now have a lot more to think about. Adobe has new tools to help.
We had to grab marketers’ attention. So we staged an intervention at the world’s largest gatherings of marketers—New York City’s Advertising Week.
We convinced Advertising Week to show our brand video before each of their 70 seminars and events, positioning our ad as a public-service announcement that asked, “Do you know what your marketing is doing?”
We also asked the question in a full-page New York Times ad and in humorous placements on the Onion and BuzzFeed, and ran the PSA on CNBA, Bloomberg TV, YouTube and the Huffington Post.
The results? In the first week, the spot received more than four million views, was picked up in all the major industry trades and garnered more than 660,000 social impressions. Most importantly, Adobe saw a 23% increase in aided awareness in the category.
Released: September 2013
San Francisco, Adobe, Film