Overview
Adobe turned to the American Advertising Federation (AAF) to help promote its Experience Cloud. Advertising students competed through the AAF to create a winning strategy. I represented BYU alongside a team of top-performing students; our work took the district competition by a wide margin, and we placed 10th overall in the nation. See the final results on the AAF’s website.
My primary role was to conduct market and competitor research. The whole team then gathered data and insights through interviews with contacts working corporate for companies including Nike, Pluralsight, ZAGG, RC Willey, Google, Cisco, Vail Resorts, Owlet, Vivint, Motorola, and PhillipsCompanies. We inquired about the purchasing process for SAAS like the Experience Cloud, and what our contacts would look for in the platform.
We then pieced together our final campaign. I was chosen as one of four students to present our work to AAF judges and Adobe representatives. Since this competition happened mid-COVID, we presented our work virtually.
Insights Discovered
Three main insights guided our campaign strategy for Adobe:
Potential buyers in this industry often feel overwhelmed by data, which is exacerbated by multiple platforms
Two end-benefits for the consumers frequently came up during our interview phase: ease of management, and receiving credit for insights found through data manipulation
Our strategy was to connect consumer insights with the unique offerings of Adobe Experience Cloud through a campaign. I am unable to share the unique offerings of this platform since they are protected under an NDA, but take a look at a few of the final results of our campaign below.
