Adobe Acrobat Sustaining Program
Led the creative of monthly email and landing page campaigns promoting Adobe Acrobat to prospective and existing customers.
Role
Associate Creative Director
Art Director
Duration
1 month per campaign
Tools used
Photoshop
Illustrator
InDesign
Acrobat
Overview
I led the creative execution for Adobe Acrobat’s Sustaining Program, delivering monthly email and landing page campaigns to three core audiences: prospects, existing Acrobat users (older versions), and current Acrobat Pro users. While most campaigns promoted new features through established templates, I also explored more creative, content-driven approaches that highlighted Acrobat’s versatility beyond traditional document use.
Calendar Campaign: Customization Features
Objective: Showcase Acrobat’s customization and usability features.
In January, we launched a campaign offering printable, customizable PDF calendars. Users could either upload a personal photo or select from pre-designed templates, reinforcing Acrobat’s versatility and ease of use for everyday needs at home or in the office.
Holiday Campaign: Interactive PDFs
Objective: Shift perception of Acrobat from purely a business tool to a more personal, interactive solution.
For the December campaign, we created customizable PDFs for holiday cards, newsletter, and name tags. This initiative demonstrated how Acrobat could be used creatively beyond work, positioning it as a tool for personal connection.
Video Feature Campaign: Content Marketing
Objective: Highlight Acrobat's ability to embed video in PDFs through a content-driven storytelling approach.
To promote Acrobat’s new video embedding capability, we stepped away from traditional feature lists and created a fictional company and digital brochure. The brochure served as a real-world example of how businesses could enhance their marketing materials by integrating video directly into PDFs. This was a major shift toward content marketing, exploring whether experiential storytelling would drive higher engagement and conversion rates. Unfortunately, the budget was cut for this program before it could be executed.
