Adobe requested that Edelman, a communications marketing firm, vet a media list to find likely customers for Adobe’s Creative Cloud suite. Working from the list of 341 media outlets, Edelman identified a shortlist of 600 influencers in the space using lookalike analysis.

Reviewing Adobe’s Creative Cloud audience, which has a concentration of photographers 6.5x higher than average, Edelman found two significant segments – technically driven male photographers and artistically driven female photographers.

Edelman then compared those personas to those personas to the audience demographics and psychographics of the 341 media outlets and 600 influencers, and made a final selection of 80 outlets, ten social influencers, and 15 Instagram influencers that were identified as the best matches.

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