Adobe Systems

Integrated Technology Winner

Campaign: Metrics, Not Myths

Adobe used psychology to market a new cloud-based suite of tools for managing marketing programs. It designed the ”Metrics, Not Myths” campaign to debunk common misconceptions about marketing and give marketers credit for the discipline their profession demands.

Using low-cost paid and earned social media channels, Adobe created and syndicated a series of humorous videos that capture the passion of professional marketers for their work and the frustration of feeling undervalued. A Facebook hub was set up to host the video content and encourage engagement. The page hosted ongoing discussions with marketing experts on the value of social media, while a companion contest encouraged marketers to share the biggest misconceptions about their field.

The campaign drove more than 2,200 social media posts within its first three days and 1.1 million video views the first month. The Facebook page added 11,000 “likes.” It also drove countless smiles on the faces of beleaguered marketers.