Adobe | CQ

Problem

Technology has played a critical role in maximising human potential and boosting productivity. Yet, unlike areas such as data and logic where technology continues to augment human ability, creativity is proving to be the nondigitisable skill for the future. This means that a deeper understanding of team shapes and collaboration is crucial for business success.

As a market leader of creative technology and business transformation, Adobe sought to demonstrate the role of creativity in business leadership while positioning itself as a thought leader for the future of work.

Solution

WE partnered with global futurist and author Anders Sörman-Nilsson to develop #AdobeCQ, a 15-question test to measure creative aptitude and potential for business leaders. Upon completing the test, respondents were assigned one of four personas: Challenger, Assembler, Leader or Visionary. Each persona included a write-up of creativity’s main tenets, such as insight, collaboration and ideation. They also included recommendations for how respondents could inject creativity into their leadership to drive teams and organisations forward. WE also designed custom 3D renderings representing the persona outcomes.

The campaign’s content strategy consisted of owned, paid and earned touch points across the Asia Pacific region. In addition, we crafted a five-part LinkedIn Live series exploring creativity’s role in the future of work, bringing together perspectives from Adobe stakeholders and partners to share how they successfully cultivate creativity within their organisations. Due to the program’s success in the APAC region, localised sites have been created for China and Europe.

Results

The campaign’s results included:

• 1.67 million people reached
• 7,000 Adobe CQ test completions
• 166,000 website views
• 71,000 live viewers of the LinkedIn Live series