The key takeaway for marketers: The line between B2B and consumer-focused marketing is blurring every day. Perhaps it’s time to focus advertising around the the human side of work?
Adobe: ‘PDF Like A Boss’
Featuring unexpected partners, such as celebrity tattoo artist Dr. Woo, Adobe’s “PDF Like A Boss” campaign breathes creative life into the seemingly cut-and-dried Adobe Document Cloud offering. The campaign showcases how the product can help anyone work faster, more efficiently, and on the go. Dr. Woo, for example, demonstrates how he uses Adobe Scan and Adobe Acrobat to move from idea to ink, collaborating with a client in real-time. Grounding abstract value props in tangible examples brings home the point: PDFs are cooler than you think.
The key takeaway for marketers: Real users should be part of the marketing strategy. After all, who better to showcase the usefulness of your products and services than a satisfied customer? And creative uses of a product, that may seem a little out of the ordinary, can get attention.