We helped Adobe stand out amid the crowded conversation around ‘the future of work’ by carving out unique, ownable territory: The Future of Time. Our global survey of employees and small-to-medium business leaders uncovered why time is more valuable than ever in the workplace and how technology like Adobe Document Cloud tools can help remote and hybrid workers reclaim more freedom and balance.
WHITESPACE ANALYSIS TO FIND A UNIQUELY-OWNABLE TERRITORY
To help Adobe break through the crowded conversation on the ‘future of work,’ we began by conducting a whitespace analysis, which discovered a gap in the dialogue around positivity and human-centricity in the workforce. This insight led Adobe to focus its thought leadership on the ways that workers and business leaders use their time.
TELLING A STORY THROUGH THE LENS OF DISTINCT AUDIENCES
We fielded a global survey of workers and business leaders, analyzing the data to develop an overarching narrative, but also highlighting findings through the lens of unique audiences, such as Gen Z workers and minority-owned and essential business leaders. These audience-specific narratives drove significant media interest and pick-up in top-tier publications.
AMPLIFICATION THROUGH SPONSORED ARTICLES IN WSJ, USA TODAY, AND ENTREPRENEUR
We built a media strategy for the study launch that leveraged both earned coverage and paid amplification. Adobe partnered with the Wall Street Journal, USA Today and Entrepreneur to feature sponsored content highlighting the study findings, which were promoted on the publications’ websites and social media channels.