
Adobe: I Love You, Acrobat
Golin
Adobe’s "I Love You, Acrobat" campaign used a mega-influencer to layer an authentic story onto the successful “Acrobat’s got it” campaign, inspiring new audiences. By challenging conventional B2B marketing, the campaign employed storytelling techniques—emotion, characters, and memorability—to create a fresh, engaging influencer model. This redefined B2B influencer marketing and enhanced audience connection with Acrobat.
Describe the brief or inspiration behind your campaign? What was your team tasked with?
We were tasked with rolling out the next phase of influencer work for Adobe Acrobat. With this mega-influencer program, our objective was to leverage an engaging and authentic influencer’s story as a social layer to the already successful “Acrobat’s got it” campaign to inspire new audiences to try Acrobat.
When taking a deeper dive into traditional B2B marketing campaigns, we found that most fail because they lack strategic depth and memorability. Paul Hirsch, inaugural judge of the B2B Creative Lions at Cannes, and current CEO & Chief Creative Officer of Doremus+Co states, “There’s a need for change in how companies approach B2B marketing. Nobody cares about how great you say your product or service is unless you make them care by creating advertising that’s truly memorable.” Generally, the elements that build brand recognition are a strong story arc, characters, soundtrack, emotion and persuasive techniques. B2B and productivity software advertisements typically lack some, if not all of these.
Knowing this, our challenge was to find a new, effective model for B2B influencer work – a model that would challenge the conventions of B2B and bring a new level of engagement with our audience.
How has B2B Marketing evolved this year?
B2B marketing has rapidly matured in the past year, as brands are increasingly recognizing the value of influencer marketing and seeking industry experts to collaborate on high-quality, informative content. The focus has shifted from vanity metrics to tangible ROI, with data-driven decision making becoming essential. Authentic partnerships and transparent collaborations have become paramount as trust and credibility remain at the heart of successful campaigns.
