Adobe

We worked with Adobe Asia Pacific to help them connect with a highly specialised audience by leveraging the already-successful ImpactInstitute CMO.com platform.

The challenge

Adobe Asia Pacific needed to deliver in-depth insights and analysis to the fast growing, most culturally diverse region in the world. To gain share in this space, Adobe Asia Pacific needed to create mechanisms for the brand to listen to and communicate with creative decision makers and customer experience professionals who constitute a small, but increasingly influential subset of senior managers.

The solution

Adobe appointed ImpactInstitute to align the brand with high-level insights and analysis from the Asia Pacific region. Together, Adobe Asia Pacific and ImpactInstitute developed a strong editorial vision for CMO.com based on emerging trends and key issues across the area.

Each month a variety of content is developed for the platform, giving the region’s creative decision makers a regular flow of information about technological, economic and social trends.

The outcome

Adobe Asia Pacific has been globally recognised for its leading share of media voice, contributing to 13 per cent of the overall visits to CMO.com. Since 2013, this content has attracted substantial social media engagement and continues to cultivate strong associations with the brand.

With more than 100 original, editorially independent pieces of content covering the trends and opportunities across the vast and culturally diverse Asia Pacific region, CMO.com is now able to cater to a global audience through the delivery of localised content.

"ImpactInstitute has been involved in the creation of content for CMO.com since we began publishing in June 2014. They have carried the editorial strategy and creation process since the beginning and have found ways to work effectively to ensure content reflects the values of the organisation, whilst offering readers insight and analysis that is relevant, timely and interesting. ImpactInstitute offers an integrated approach to content creation that combines sophisticated data analysis and audience insight with a deep appreciation of the importance of storytelling. The result is an ongoing stream of quality content that delivers on our organisational goals, and provides readers with an excellent marketing resource."

— Paula Parkes, Director of Marketing
Adobe Asia Pacific