B2B Opps: Adobe launches first Acrobat campaign since agency shift (Score 55)

Sales Lead: To celebrate the 30th anniversary of Acrobat's PDF invention, Adobe teamed up with Patriot Act star and comedian Hasan Minhaj.

• The ad will continue running throughout at least the rest of the summer and potentially beyond.
• It rolled out on Adobe's website; on social platforms such as YouTube, Facebook, TikTok, and Minhaj's social platforms; and on broadcast channels such as NBA finals, MLB games, and the PGA Tour.
• The spots were made in-house, with media buying handled by Golin and media AOR Wavemaker.
• The company will likely:
  • Continue rolling out new work
  • Pursue similar influencer partnerships
  • Keep increasing spend
  • Conduct additional agency reviews following a recent hire (more below)
• Target demographic: 
  • Entrepreneurs, small businesses, and working professionals

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2023, Acrobat has spent roughly $24.4m on digital ads, up 44% from the roughly $16.9m spent by this point last year.
  • YTD data: The brand has earned about 2.5b digital impressions YTD via YouTube (55%), Facebook (25%), Instagram (7%), desktop display (7%), and desktop video (6%) ads.
  • Last year: Acrobat spent approximately $55.8m on this channel in 2022, 77% more than the approximately $31.6m spent in 2021.
• Additional channel insights  
  • The brand utilizes Google Ads along with digital and local broadcast.
  • Adobe holds planning conversations in Q2 and buying conversations in Q1.

Additional agency insights:

• Opportunity: Additional agency reviews are highly likely following Wavemaker's March 2023 appointment, so reach out to Adobe if you haven't yet done so.
• Current agency roster:
  • In-House: Creative
  • ​​​​​​​Wavemaker: Media AOR (March 2023)
  • ​​​​​​​Publicis Media: Media AOR (March 2023)
  • Golin: Media agency partner (at least for this campaign project)

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.

Please feel free to explore our recent update on Adobe here.​​​​​​​