Adobe’s 7 Pieces of Advice for Curating a Meaningful Campaign



Head of Global Influencer Enablement and Employee Advocacy at Adobe, Rani Mani, explored the most effective ways to approach influencer marketing.

Adobe prides itself in cultivating and nurturing long-term relationships when it comes to creating partnerships with influencers. Rani Mani, Head of Global Social Influencer Enablement & Employee Advocacy, notes they seek pragmatic and structural deals where possible, whilst maintaining authenticity and that it’s not as difficult as initially thought.

The company finds that 92 percent of consumers around the world said they trust recommendations from individuals, even if they don’t know them, over brands and 6x number of traffic can be driven by way of influencer marketing than traditional campaigns marketing.

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To underline how effective influencer campaigns are, influencer content generates ROI that is 11x greater than traditional digital campaigns.

Curating a meaningful campaign

During the discussion, Mani’s shared her top advice for curating a meaningful campaign. Her insights are summarized as follows:

  • Use social media for identification. 13% of US adults make up 80% of the influential content on the internet so identifying the 13% is difficult.
  • Figure out the relationship conundrum. Fact: Influencers prefer Instagram but consumers prefer Facebook.
  • Don’t stop at celebrities and industry experts. Influencers are also customers and your passionate employees. Adobe partnered Imagine Dragons on a B2C campaign for a music video which generated a 1.5b reach, but host Adobe Think TANK: a B2B campaign that encourages groups of people to come together and discuss anything from artificial intelligence to Block Chain.
  • Create a path and objective to turn influencers into advocates. Set your sights on a long term partnership with a plan, timeline and goals.
  • Use this formula: Influencers + your product + your community. 73% of marketers believe that the biggest challenge of influencer marketing is simply identifying the right influencer.
  • Shift your mindset from paid media to working media. Influencer campaigns earn $6.85 in earned media value for every $1 of paid media dollar. Look at them as part of your total mix.
  • Share the mic and give your influencers the chance to leverage your brand to build theirs. This is how you build your community.
  • Influencer marketing is a key component in media marketing and is set to hold even more significance in the future. It’s why it’s vital to get the right influencers – not necessarily those who are highly visible, but the experts; the leaders.

    Mani finished the session stating, “leverage your brand and audience to theirs so it’s not just one side. Don’t strive for perfection – you’ll never reach it. Just enjoy it.”

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