The Challenge:
Adobe MAX – “the creative conference” – is where Adobe unveils its latest product innovations and gathers thousands of designers, marketers, and creative pros from around the world. It’s the kind of event that sparks big ideas and builds lasting connections.
After Adobe MAX 2024, Adobe wanted to keep momentum going with executive-level customers who hadn’t been able to attend follow-up experiences. These individuals represented highly strategic accounts with strong engagement histories, making them too important to lose touch with.
But following up with senior leaders after a major event isn’t easy. Inboxes are full, schedules are unpredictable, and even the best digital recap can get overlooked. Adobe needed a way to re-engage this group, reinforce key takeaways from MAX, and create a natural bridge for sales teams to continue the conversation.
The Solution:
Adobe came to Tactive to create a premium post-event kit that blended thoughtful content with a high-end tactile experience. Each mailer included a printed one-pager summarizing Adobe MAX insights, paired with a Caymus 50th Anniversary Cabernet, Corkcicle tumblers, a custom cheeseboard, and a wine accessory set.
The strategy worked on multiple levels. The wine-and-cheese kit created a moment of delight, while the one-pager and QR code made it easy for recipients to engage with key takeaways. Most importantly, the campaign reached the right people: a strong share of the executives engaged directly, and sales teams were able to continue conversations with accounts that might have otherwise gone quiet.
The results went beyond expectations, re-engaging senior decision-makers and creating new opportunities for pipeline progression. This motion proved so effective that Adobe is now looking to repeat it for future event follow-ups – a clear sign that a thoughtful tactile approach can transform post-event outreach.
