Client: Adobe Campaign (San Jose, California)
Agency: Edelman (Seattle, Washington)
Campaign: Cart Abandonment
Duration: October 25-30
Budget: about $5,100
Last October Adobe Campaign, the cross-channel marketing campaign management product that’s part of Adobe Marketing Cloud, announced new real-time remarketing capabilities (powered by Adobe Analytics) that enable marketers to target consumers who abandon online shopping carts.
Adobe Campaign’s in-house social team came up with the idea to strategically place tiny shopping carts around the venue at the Direct Marketing Association’s Annual Conference & Exhibition in San Diego (October 25-30) to drive awareness and booth traffic.
"We knew from customer feedback that there was relatively low awareness regarding Adobe Campaign and Adobe Marketing Cloud overall in terms of our ability to provide tools for email marketing campaigns," explains Chad Warren, senior social media strategist for Adobe's Digital Marketing Business. "We wanted to take advantage of the opportunity to raise awareness of those capabilities and, more specifically, the integration between Adobe Campaign and Adobe Analytics within Adobe Marketing Cloud, and drive leads by incentivizing people to visit our booth and have conversations there."
Each mini shopping cart held an insert with a statistic about abandoned shopping carts and an invitation to visit Adobe’s booth to claim a prize and learn how to reclaim some of the revenue lost from cart abandonment.
"My team is a social media team, but we often look at these events more in terms of experiential marketing and creating sharable experiences–we call them ‘social by design experiences,’" Warren explains. "The notion of the abandoned shopping cart instantly conjured a very clear image for us of poor carts that have nowhere to go. We thought about having full-sized carts with remote controls, but it felt gimmicky. Mini carts were fun, clever, and simple–and we liked the visual metaphor."
Social media engagement, Adobe Campaign’s blog, and media relations also drove messaging. Edelman, which is AOR for PR for Adobe’s digital marketing business, assisted with media outreach.
Three hundred fifty carts were placed in high-traffic locations at the conference, including restrooms, escalators, and hand-sanitizing stations.
Placard-like inserts reinforced the visual metaphor with "Help! I’m an abandoned shopping cart!" messaging. The back of the inserts included statistics derived from customer data, such as abandoned shopping carts represent $4 trillion in unclaimed merchandise, and an invitation to bring the cart to Adobe Campaign’s booth.
All conference attendees who brought a cart to the booth won some sort of small prize, including branded swag and gift cards.
"People coveted the carts–some wanted the carts more than the giveaways," Warren notes.
Attendees who tweeted @AdobeCampaign using the #DMA14 hashtag won an additional small prize.
Adobe Campaign’s new retargeting feature was officially announced on October 27 via a post on Adobe’s digital marketing blog.
Edelman conducted media outreach and pre-briefings in early October to drive onsite meetings between Adobe Campaign representatives and key outlets covering retail, online marketing, and digital marketing.
Warren’s team drove messages on Adobe Campaign’s social media channels and Adobe Marketing Cloud’s social media channels throughout the conference. Posts included mini-cart photos, cart abandonment statistics, and retweets of hashtagged attendee content.
One hundred ninety-seven people brought carts to the booth. Warren says that represents about 40% of the total leads generated across all channels, and the cost per lead for the overall effort was about 66% lower than the average for previous lead-generation campaigns.
Twitter messaging reached an audience of about 1 million.
"That exceeded expectations relative to other events and to past expectations of what we could get out of this conference," Warren says.
The blog post got more than 200 shares on Twitter, which Warren notes is "exponentially higher than other posts of this type of content."
Based on metrics derived from Adobe Social’s listening tools and anecdotal feedback from the DMA, Warren says Adobe and the cart abandonment campaign had the highest share of voice at the conference.
The Adobe Digital Marketing team and Edelman are preparing for Adobe Summit, an annual three-day customer and industry event that will be held in Salt Lake City in late March.
"We’ll make some cornerstone announcements for the year at the summit," Warren says.