Breaking the discounting habit
ADOBE AQUISITION & RETENTION PROGRAMME
Breaking the discounting habit
ADOBE AQUISITION & RETENTION PROGRAMME
Breaking the discounting habit
ADOBE AQUISITION & RETENTION PROGRAMME
After regular discounting had begun to erode Adobe’s brand value, an alternative promotional tactic was needed to engage and retain new customers. But with multiple stakeholders across multiple countries, proving the benefits of any new promotional tactic was going to require some serious guidance and lots of evidence.
The core idea was to help to fuel creativity levels with amateur creatives, whether they were filmmakers, photographers or Youtubers. We created a simple test promotion which offered new subscribers £150 of Amazon vouchers when they signed up for 12 months.
In just two weeks, we were able to drive acquisition of new customers without deep discounting and our approach allowed Adobe to explore the benefits of an added-value promotions in a secure, cost-effective way.
Uplift vs BAU
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Uplift vs previous 2 weeks
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