Autodesk B2B marketing campaigns

Driving engagement and subscriptions with strategic, story-driven ad campaigns for Autodesk

Additional credits

Images:

Peter Sandeman, Gabriel Lopes and Mauro Belfiore, The Unioverse and Swame Studio, David Geraud, Huifeng Huang, Reinaldo García, Michael Shkliaryk, Lucien Michanol, Niyazi Selimoglu and Simon Gomez, Sterling Slack, Alexandre Mougenot, Harry Osborn

Autodesk is the Design and Make Anything Platform company, empowering innovators of all kinds to take amazing projects from idea to reality. The Media and Entertainment (M&E) division supports many of the top studios in the world today. But Autodesk offers significant value to smaller studios and end users as well. We worked with Autodesk M&E to generate strategic creative to build out territory ad campaigns to target, nurture, and retarget smaller studios to broaden Autodesk’s presence in the market.

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Strategic alignment, audience, personas, context

Autodesk is well known by industry heavyweights but has lower penetration with smaller studios and artists. We’ve helped create multiple campaigns, taking smaller animation studios as their primary audience with top-of-mind industry trends as a background for messaging. In cooperation with the team at Autodesk, we aligned account insights, personas, and context for an effective multi-tiered approach to a campaign with a clearly defined value-driven, outcome-based strategy.

Establishing story and concept

Using market research, specific personas and current-event context resulted in specific themes to emphasize. Given the target audience and some of its current concerns and pain points, we established campaign concepts strongly rooted in story. The stories guided the development of deliverables including visuals, cross-campaign narrative, and copy for ads and social channels.

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Using customer-generated creative

A great campaign needs meaningful, eye-catching visuals. Autodesk M&E customers create impressive products. So, we employed outstanding user-generated creative for ad images, connected through objective-driven storytelling. Highlighting the products of Autodesk users helps show the excellence attainable for the prospects, and builds loyalty and connection with existing customers. Landing pages and emails also helped boost user communities and content in the Autodesk ecosystem.

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Telling a campaign story through targeting and retargeting/multiple layers

In order to maximize return and guide small studios through the journey of discovering and subscribing to Autodesk solutions, we generated multiple integrated layers of assets and messaging. A first layer employs captivating, aspirational language to encourage the audience to discover how Autodesk can fuel their creativity. The second focuses on key software benefits driven by outcomes for users. Both layers included banner and display ads, landing pages, social copy, emails, and more. Each draws the recipient into the story and helps them navigate their own hero’s journey to excellence, efficiency, and growth.

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Results

We value our collaboration with the Autodesk M&E team. They’ve seen a return on their investment, including social clicks, brand awareness with smaller studios, and increased subscriptions. The campaign exceeded benchmark KPIs, including click-through-rate and landing page visits, in markets around the world. By celebrating excellent user creative and using a strong, strategically sound, story-driven approach, we’re thrilled to help Autodesk M&E meet their KPIs and tell the Autodesk M&E story to a wider audience.

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