LinkedIn is the world’s largest professional networking platform. They aim to create economic opportunity and make the world’s workforce more productive and successful. The addition of their integrated Marketing Solution service did just that. They built tools right into the platform that can help marketers generate leads, drive website traffic, and build brand awareness. Though the tools themselves seem easy enough to grasp, the concepts and ideas behind them are driven by tried and tested marketing tactics and best practises. If you find yourself having difficulty trying to navigate them, experienced agencies like Nucleus Vision can guide you through the process.
Let’s take a look at a case study from the LinkedIn Marketing Services Customer Stories page.
NOTE: Nucleus was not involved in this campaign. We know the value it holds for marketers to hear success stories from other companies and how they use modern tools to their advantage, so we share them to inspire each other. Find the original story here: https://business.linkedin.com/marketing-solutions/case-studies/adobe-case-study
Adobe is the global leader in digital media and digital marketing solutions. They offer creative, marketing and document solutions to empower everyone. Their creative suite brings digital creations to life and delivers immersive, compelling experiences. Adobe is changing the world through digital experiences.
CHALLENGE: Pivot from In-Person to Online Experience
For more than a decade Adobe held their event The Adobe Summit – a digital experience conference – in Las Vegas. In 2020, just like so many other businesses, they realised that they could not go forward with the event in person and had to cancel it one month before it was set to commence. The decision was made to hold the event online instead, which opened it up to a global audience and meant changing the marketing strategy to match that new direction.
CHANGE: Increase Social and Digital Presence
Efforts to create awareness of the pivot of the event from live to online were pushed both organically and using paid solutions. Adobe had to give their now much larger audience an idea of what they were in for – entice them to join this first-of-its-kind event. The brilliant idea of a LinkedIn Live Stream was born. The company’s first ever live-stream saw pre-event registrations that were three times higher than their initial goal – amassing over 700,000 online views and over 40 million social impressions. Within 24 hours, the LinkedIn Live stream had 28,400 views and more than 2,000 reactions and comments.
CONCLUSION: Feedback is key
As Adobe plans future live-streams and virtual events, the company will use feedback gathered on LinkedIn during and after the event.
“Our biggest learnings were
1) the need for live content in much shorter consumable videos online
2) allowing attendees to personalize their journey with content recommendations
3) having them engage in live interaction with other attendees,” says Brittany Mosquera, Adobe’s Director of Event Marketing.
Here is a video detailing this Case Study