Adobe Imagination Challenge Case Study

Adobe Imagination Challenge Word-of-Mouth Marketing Case Study

Confidential | Ivy Worldwide 2012

The Imagination Challenge was devised to support

the overall Adobe Student Back to School marketing

campaign based on three objectives:

1. Broaden the Audience

2. Create Awareness

3. Positively Influence Brand Preference & Purchase Intent

Overall Campaign Objectives


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 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

Blogs


Social Impact – Results at a Glance

25% of top 140,000 Google search results for “Adobe Imagination Challenge” attributable to influencers

• 245K+ views of celebrity judge videos • 6 blog posts repurposing 14

AdobeSystems YouTube channel videos

• 10% increase in followers

• Drove > 3,200 visitors to BTS microsite

• 237 tweets using #AdobeImagination

• 832 tweets discussing the Imagination Challenge

• 6,000+ new Adobe

Students page likes • 50 posts supporting

Imagination Challenge • Drove > 4400 visitors

to BTS microsite

• 34 supporting blog posts • 54+ twitter shares and 20+ FB likes

propagating influencer posts • Drove >5,000 visitors to BTS microsite

• 220K+ views on YouTube

• 75,000+ Social Embeds of video

• 405+ tweets mentioning video

• 8k+ Facebook Likes on Photoshop Rap Video

Blogs


30% Top Google Results for “Adobe Imagination Challenge” were attributable to influencer content generation

6 of the bloggers drove 14 links into

these videos

Google Results


Variety of Blog Content

22 influencers with • 8.5M aggregate readers • 50K+ twitter followers • Majority of audience

made up of students and parents

Winner Announcements

Google+ celebrity judgeInterview

Real or Fake

Milestone Announcements

Celebrity Judges

Challenge Launch

Result Student Influencer Corps

34 blog posts highlighted:

We continuously provided unique opportunities for influential bloggers to interact with the campaign, thus spurring content generation throughout .


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


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


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


@AdobeStudents Twitter Growth

4093

4490

3800

4000

4200

4400

4600

31-Aug 30-Sep 31-Oct 30-Nov

@AdobeStudents Twitter Followers (Sept-Nov)

• 10% increase in

Twitter followers from Sept – Nov

• 237 tweets using #AdobeImagination

• 832 tweets discussing the Imagination Challenge

• 50 Twitter posts from @AdobeStudents

• 50K+ aggregate influencers’ twitter followers


Adobe Students Facebook – User Growth

• 5,300+ new Adobe Students page likes from Sept – Nov

• 50 posts supporting Imagination Challenge

• Drove > 4400 visitors to BTS microsite

82919

84672

86840

88228

80000

81000

82000

83000

84000

85000

86000

87000

88000

89000


Adobe Students FB - Total Likes (Sept- Nov)

35439

49889

58765

41262

0

10000

20000

30000

40000

50000

60000

70000


Monthly Active Users (Sept –Nov)


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


Real or Fake Contest

0

40

80

120

160

200

June July Aug Sept OctTotal Tweets RTs

0

200

400

600

FacebookEngagedUsers

On both Facebook and Twitter, user engagement was at an all-time high during the Real or Fake Challenge in September & October

@Adobe Students Tweets and Retweets

Adobe Students Facebook page Engaged users


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


Blogger Verbatims

“I'm a huge fan of Adobe (they're 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.”


“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.”

“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.”

More Blogger Verbatims


Please indicate how you first became aware of the website

• 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.

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22%

18%

16% 14%

13%

8% 6%

4%

0%

5%

10%

15%

20%

25%

Adobe.com Socialnetworking

Onlineadvertising

A friend toldme

Other(pleasespecify)

Onlinesearchengine

Faculty Print media

IC Site Awareness

Word-of-Mouth Referral

According to a survey of all Imagination Challenge participants, 18% learned of the Imagination Challenge through social networking


How likely are you to tell friends and colleagues about Adobe as a result of visiting the Adobe Imagination Challenge Website?

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

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41%

46%

7%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Very Likely Likely Unlikely

Likelihood to visit Adobe.com after visiting IC

Influencing Intent to Purchase


Broaden the Audience

Which of the following best describes your major area of study?

KTA: In North America, the IC was responsible for broadening the audience to those outside of the typical Adobe BTS consumers – design students – as greater than three quarters of respondents indicated they had a non-design major in college.

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22%

78%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Design Students All Other Majors

Area of Study

Adobe Imagination Challenge Case Study

Technology

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