ROLE:
STRATEGIST
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CREATIVE DIRECTION:
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DESIGN:
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AGENCY:
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adobe
CHALLENGE:
Adobe’s new design tool, Dimension, was devised as a gateway drug to more sophisticated 3D and AR software. But the audience was a distinct, hard-to-reach segment situated between arts and engineering design personas. Adobe needed a comprehensive plan to grow this audience across the suite of 3D design tools.
SOLUTION:
User interviews and market research helped define the target audience. A messaging framework provided the foundation for an effective go-to-market strategy. A custom content playbook was designed to grow the audience through marketing motions and omni-channel touch points, including landing pages, social, blog posts, design challenges and contests, tutorial videos, podcasts, influencer video series, a print magazine, and a custom Dimension newsletter.
Audience development / Positioning / Messaging / Go-to-market strategy / Content strategy / Video script writing / Production / Influencer outreach
