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The social media strategy for Adobe Creative Cloud helped influence a growth in subscribers from 700,000 subscribers in Q2 2013 (time of the announcement) to surpassing more than 1M subscribers in Q3 2013.
In 2013, Adobe announced a radical business model change for its suite of creative products - the end of Adobe Creative Suite to a fully subscription-based model, Adobe Creative Cloud. This was a big change for its creative users, which received a lot of negative sentiment and push back. The challenge was to leverage social media to build a new community for Adobe Creative Cloud, supporting its customer community in a way that would influence sales for Adobe Creative Cloud.
During the announcement at the Adobe Max customer event, our communication strategy centered on educating consumers and proactively engaging with them across social media channels. Following the Adobe Max event, our social media strategy focused on celebrating the creative community to build interest around Adobe Creative Cloud and win consumers over to drive sales. We leveraged a thoughtful consumer-centric content strategy combined with a targeted paid media strategy to drive adoption of the Adobe Creative Cloud product.
The social media strategy for Adobe Creative Cloud helped influence a growth in subscribers from 700,000 subscribers in Q2 2013 (time of the announcement) to surpassing more than 1M subscribers in Q3 2013.
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Celebrante is an Australian celebrant directory which makes money from celebrants when users make an enquiry with them through the Celebrante website.
The business model is simple, generate enquiries through the website at less than it costs in marketing to generate the enquiry.
The previous owner was forced to sell the website after rising Google AdWords costs had made the website no longer profitable.
Lance Tapsell, a long-time celebrant and customer of the site decided to purchase it and try to get it profitable again.
By engaging Pathfinder, the business was able to dramatically reduce its cost per lead and ensure profitability for the business and its future.
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