Adobe Acrobat has exceptionally high unaided brand awareness and is the category leader in PDFs. However, much fewer audiences know that Acrobat is more than a static file format, as the brand lags behind competitor associations with collaboration and e-signatures.

Our strategic challenge was to continue growth momentum and drive new users into Acrobat ecosystem by supporting top of funnel growth while improving audience interest and awareness of all that Acrobat can do. With this influencer program, our objective was to leverage an engaging and authentic influencer's story as a social layer to the already successful "Acrobat's got it" campaign to inspire new audiences to try Acrobat.

The launch film, “Fresh Scallops,” introduces Minhaj as the new spokesperson with a self-referential reenactment of using Adobe Acrobat to sign a contract to make an ad for Acrobat – nodding to the ubiquity of PDFs and Acrobat’s leadership.

After e-signing as Adobe’s new spokesperson, a social campaign shows Minhaj as a man on a mission: to liberate people from paperwork drudgery and set them free with Acrobat. The campaign has proven to successfully drive business impact, generating record-breaking social reach and interactions plus higher than usual traffic velocity and website engagement rates:

- 29M+ interactions across social channels

- 99% positive sentiment from audiences

- 5x the anticipated organic influencer performance (nearly 9M interactions to date)

- Acrobat’s Instagram engagement rate increased 202% during the campaign launch month (double the average engagement rate of B2B industry peers)

- Most positive neuro-testing results of the year by a leading industry researcher

- Near 10% increase in Acrobat subscriber growth QoQ (especially remarkable during disengaged summer months)

The expansive reach and engagement has provided a sizeable audience for additional nurture and retargeting campaign opportunities to influence conversion.