CASE STUDY
Driving a Tier 1 product launch campaign
Project Date: 2023
Company: Adobe, a software company offering a suite of creative tools and apps
Challenge
In advance of the GA launches of Adobe Express and Firefly, I was part of a small campaign team that came together to coordinate customer-facing marketing and operational efforts.
Because of their Tier 1 priority and significant attention received from leadership, there were many different touchpoints and communications that needed organization and visibility across functions.
Solution
As a result, our small team came together to drive the product launch campaign for both Adobe Express and Firefly, as well as post-release nurtures and campaigns.
My contributions included:
Managing and executing a webinar series for about a trial offer for Express and Firefly as part of a high-touch campaign to reach the top 150 accounts
Editing and prepping operational and marketing emails related to the Firefly and Express launch
Working with PMMs, campaign leads and other stakeholders to create ongoing customer messaging for Express and Firefly post-launch
Tracking performance of Express and Firefly campaigns
Results
A few key results:
Express beta marketing activation efforts drove a 78% increase in monthly active users in Q3 2023
Express saw a lift of 35% in active use across B2B in the second half of 2023
Firefly was consistently a top performer in the B2B Creative Cloud newsletter, accounting for 44% of all newsletter engagement in Q3 in 2023
Calendar I managed and updated on Express and Firefly customer-facing communications
Example of email messaging for the launch of Adobe Express in beta
Landing page for webinar sessions for IT admins about new products Express
Email communication to IT admins about product trial offer