In a fiercely competitive landscape dominated by pdf tool challengers and free web-based tools, Adobe Acrobat faced a pivotal challenge: reclaim its competitive authority in the document management space. While reclaiming relevance, we aimed to resonate with a new, diverse generation of users.

Adobe’s objective was ambitious yet clear: secure the #1 position for 155 high-priority keywords across 21 pages meaning that they would be front of mind. To achieve this, they needed a trusted partner to deliver and execute a high-performing, quality-driven link-building strategy, steering away from the outdated “spray and pray” approach, ensuring reach that was also relevant.

Journey Further implemented a multi-layered Digital PR and content strategy, launching highly targeted micro-campaigns tailored to specific audience segments, including construction professionals, students, and corporate users.

We showcased Adobe’s evolution, pairing strategic content deployment with authoritative media outreach. We developed content with high topical relevance and targeted keywords, designed to resonate with diverse audiences:

• Which font matches your personality
• Document organization during tax season
• How Adobe’s AI Assistant Saves Time 

This content featured alongside widely searched practical tools like job search templates and home construction budgets. Our approach not only improved SEO performance but also strengthened Acrobat’s relevance in the document management space – ultimately building commercial value, not just site footfall.

We leveraged our relationships with premium publications like Fast Company, FOX Business and Business Insider to secure high-quality coverage and links.

Then, we created compelling media pitches with laser-focused micro-content that highlighted the value of Acrobat’s tools in real-world scenarios, encouraging organic engagement and link-building. Collaboration across teams, transparency in reporting, and the use of cutting-edge SEO and digital PR tools allowed us to deliver exceptional results, and bring the brand to an audience in an authentic way that spoke to them about the information they needed.