A is for Adobe

A language learning platform for creative enterprise leaders.

live client winning project | 5 weeks | research, Strategy, ideation

Learn the language of creative business.

 
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Short & Sweet

The Ask: Build deeper relationships with enterprise creative leaders by driving engagement with Adobe communications. 

situation:

Don't Send an Email, Solve a Problem

Adobe Enterprise clients were using Adobe products but not engaging with Adobe communications. We needed to find a unique way to build deeper relationships without adding clutter. Since Creative Enterprise Leaders want to engage with content that adds value to their professional and personal life, we needed to find a problem only Adobe could solve.

Insight:

Enterprise Leaders Speak Two Different Languages

Within traditional enterprises, leaders speak two different languages - the language of creativity and the language of commerce. While creative leaders are motivated by transforming their organizations, their big ideas are getting lost in translation because they aren't speaking a language analytical-minded commerce speakers can understand. They are searching for ways to overcome that language barrier.

Strategy:

Adobe is the Language of Creative Business

Adobe led the movement from paper to screen with Creative Suite. Then Adobe led the shift from single execution to holistic, data-driven experience with Experience Cloud. From their product offerings to their client list and client data, there is no one more uniquely positioned to bring these two worlds together by teaching the language of the their business - creative business.

 


What's the 411?

While 100% of the desired enterprise creative leaders were using Adobe products, less than 30% were engaging with Adobe communications.

Under the "Design as Power" campaign, Adobe was reaching them via email, direct mail, special events, and conferences.

When we asked Enterprise Creative Leaders why, they said that they didn't find the communications relevant or actionable.

We needed to give them a reason to seek out our communications - we needed to speak about a problem that only Adobe could solve.

Our Findings

After immersing ourselves in the world of enterprise creative leaders through interviews, field trips to their space, and deep dives on their calendars, we had three big takeaways:

01. Traditional companies are transforming to meet the demands of the 21st century

Heritage enterprise companies are hiring new types of talent and opening themselves up to new types of thinking. They're creating positions like Director of Digital Innovation, but they haven't gotten as far as promoting a creative leader to the C Suite.

02. enterprise Creative leaders (ECL) are motivated by catalyzing change within their organizations

The creative leaders they are hiring are accepting the role because they're excited about the challenge. They don't expect transformation to be easy but they see their role as having a higher purpose - they are laying the groundwork for their company's next generation.

03. ecl's aren't explaining their big ideas in a way their heritage colleagues can comprehend.

Our ECLs repeated, "our executive team doesn't get it." Speaking to their non-creative counterparts, the problem wasn't the big idea it was the way that big idea was presented. Analytical-minded leaders evaluated decisions differently and weren't getting the information they needed to wrap their heads around what ECLs were asking for.


Our Insight

Within traditional enterprises, leaders speak two different languages.

 

The Language of Commerce speaks in proof:

Facts
Incrementalist
Invested in Results

"My corporation is an efficient machine whose purpose is to grow profitability." - CMO, Fortune 500

The Language of Creativity speaks in possibility:

Feelings
Innovator
Invested in Change

"Creative thinking can lead my company towards a future we know is coming and have to imagine." - Director of Innovation, Fortune 500

 

Turning Insight Into Strategy

The Insight:

Within traditional enterprises, leaders speak two different languages - the language of commerce and the language of creativity.

The problem:

Speaking two different languages doesn't allow for the enterprise transformation both worlds are yearning for. Instead, it's a creative decision-making stalemate.

The Human Need:

Both worlds are searching for a way to communicate with each other - a shared language.


The Strategy

Adobe is the language of creative business.

They're role in their enterprise communications is to teach it.


A is for Adobe: Learn The Language of Creative Business

a language learning platform that teaches creative enterprise leaders the language of creative business.


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our process:

After studying language learning platforms from Duolingo to IDEO U, we created a framework that identified language strengths & weaknesses and moved enrollees towards fluency.

 

Test:

We added moments of delight by blending a fluency test with a personality test. Creative Enterprise Leaders logged in with their Adobe account. They then evaluated their comfort level with topics like digital transformation as well as their leadership mindset. They 

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