Adobe has been a market leader in its industry for years, but they needed to explore new ways to reach its target audience and grow its revenue. To achieve this, Adobe Creative Cloud and Document Cloud decided to expand into new mobile-first placements across social and video platforms.

Aligning creative formats and content to mobile-only placements was one of the biggest challenges for Adobe. They needed to strategize new creative that was engaging yet action-driven. They also needed to adjust their short-form creative strategy to be awareness-focused vs. direct response.

YouTube Shorts was chosen as a test for new ad placements with a goal of understanding their value and efficiencies. Bamboo started by helping Adobe determine how best to leverage their existing creatives, as well as creator-led content. Once Adobe agreed on placements and prepared user-generated content and branded creative, the Bamboo team added YouTube Shorts to their list of tactics and scaled up the best-performing assets. 

Once tests began, the team quickly discovered that UGC-style ads drove 140% more sourced units indicating its effectiveness at driving product trials or purchases. The YouTube Shorts test group saw 57% higher impressions with 36% more efficient CPM vs. the control. The sourced ARR of the test group was also 132% higher, indicating that the creator-led ads generated more revenue than the control group.

Bamboo’s expansion into YouTube Shorts and leveraging of creator content led to meaningful campaign improvements and new mobile-first creative learnings. Adobe Creative Cloud was able to achieve: 

• 38% more efficient return on marketing spend 
• 18% decrease in cost per sign up QoQ 
• 24% decrease in CPMs QoQ