THE
MADNESS

INSANITY IS DOING THE SAME THING OVER AND OVER

A reliance on regular-as-clockwork price reductions to bring in and keep new customers meant Adobe Creative Cloud’s brand value was eroding faster than a Maldivian coastline.

Client – Adobe
Campaign – Amazon Gift With Purchase

MADNESS

METHOD

The
Method

The Insight

If you always do what you’ve always done, you’ll always get what you’ve always got. But in a behemoth business, with multiple stakeholders to please, baby steps would be needed to prove the value of change.

The Solution

A simple added-value promotion, trialled over a two-week period, to find out if recurring revenue targets could be met without the deep discounts.

The Execution

The easy bit was offering a free £150 digital gift voucher to any new subscriber signing up for 12 months. The hard bit was developing a seamless digital plug-in to integrate with Adobe’s existing systems.

The Results

– 24.5% uplift vs BAU.
– 45% uplift YOY.
– 42% uplift vs previous two weeks.