Adobe Experience Cloud
Strategy Consultant, Spring 2020
During my second year in Imagical, UC Berkeley’s chapter of the American Federation, I challenged myself to build a stronger analytical and data-driven understanding of advertising by joining the Strategy Department. By participating in the National Student Advertising Competition, our team spent eight months creating a multi-million dollar marketing campaign for our client: Adobe Experience Cloud.
Campaign Objectives
Our goal was to create a marketing campaign to raise awareness of Adobe as the leading, independent adtech provider with our target audience at companies and agencies spending $1M + annually on digital advertising.
Our Strategy
Market Research
To comprehend Adobe Experience Cloud and the ad tech landscape, we spent 2 months conducting primary and secondary research. From a comprehensive product analysis to competitive analysis, we determined Adobe’s position in the market.
Customer Segmentation
We conducted over 10 interviews with industry professionals to understand their pain points and opportunities. With numerous stakeholders involved in the ad tech buying process, we decided to narrow our focus to advertising decision makers.
Research Analysis
Unlike our past advertising campaigns, we were unable to mirror previous research and strategy methodologies. After weeks of trial and error, we developed a five-question framework to approach our strategy.
Campaign Strategy
After months of research and analysis, we consolidated our findings into a single, unified theme and strategy that is applied to all aspects of the marketing campaign.