Adobe Summit
In our fifth year supporting Adobe Summit, our team crafted an exciting campaign among a worldwide virtual audience.
Design, Art Direction
Services
Adobe
Client
2019-2023
Year
Leveraging insights from past years on content engagement, we focused on boosting animated and video assets to add more "movement" to our social content, aiming to enhance its impact and engage followers more deeply in the Summit experience.
Recognizing the effectiveness of people-driven content, we engaged Adobe insiders, customers, and Summit influencers. Through extensive interviews with participants and presenters, we developed new social content campaigns, such as "See You at Summit," where interviewees shared their excitement about the event and reasons for Experience Makers to attend.
We also introduced a new user-generated content campaign, “Show Us Your Summit.” In the days leading up to Summit 2022, we posted images and videos shared by 2021 attendees — showing how they engaged with last year’s virtual event from their homes, offices, and other locations.
We encouraged participants to share images and videos as they dove into Summit 2022, using #ShowUsYourSummit to flag social posts. During Summit, our team tagged posts as they came in, sharing these unique experiences with hundreds of thousands of fans, friends, and followers.
The content resonated with the target audience. Engagement levels with content were high, with metrics that exceeded benchmarks across channels including:
2 million
impressions day-of
impressions overall
10 million
Paid Social
