Buzzworthy Social Campaigns Creative Cloud FY16-17

upcoming

premiere pro 25th & make the cut

Kicking off on March 14, the global Premiere Pro 25th campaign will leverage this major brand milestone as a platform to tell the story of Adobe’s innovation, impact and vision for the future of film. The centerpiece of the campaign is "Make the Cut," a video editing contest that invites our Premiere Pro community to create an original cut of Imagine Dragons' music video "Believer" for the chance to win $25k. We will also launch a landing page on Adobe.com that hosts commemorative content, including a customer sizzle reel and a look back at the app’s evolution.

buzzworthy elements

  • Launching in more than 25 countries, including United Kingdom, United States, France, Germany, Japan, China, Australia & New Zealand
  • Luminary panel of judges, including members of Imagine Dragons, video director/editor Matt Eastin, Academy Award winner Angus Wall and more
  • 5 categories, including Grand Prize, Most Original, Best Use of Stock, Best Short (for 30-second submission), Best Young Creator (25 or under)
  • Cross-promotional opportunities via Imagine Dragons social channels, Shazam and Reddit

HOVERING ART DIRECTOR

To highlight the benefits of the Adobe Stock's Creative Cloud integration for our design community, we developed the global Hovering Art Director campaign. The hero spot, which will live on a campaign microsite and be shared across social, features a designer successfully facing the dual challenges of producing an advert for a client in an hour and accommodating the extravagant (and often ridiculous) demands of his art director thanks to an assist from Adobe Stock.

buzzworthy elements

  • Launching in more than ten countries, including United States, United Kingdom, France, Germany
  • Extensions include onsite workshops on photo compositing for enterprise clients and online webinars for our social community
  • A meme generator via Adobe Spark Post that invites our community to share their favorite Hovering Art Director one-liners for the chance to win prizes
  • A physical action figure inspired by the video
wrapped

emojify disney with creative cloud

Adobe is partnering with Disney to help launch student careers in an ongoing campaign. Phase 1 (2/16-3/9) calls on students to create emojis of their favorite Disney characters using Creative Cloud products for the chance to win a behind-the-scenes peek at the making of Disney's popular As Told By Emoji series.

RESULTS (AS OF 3.7)

  • Drove 33M social impressions
  • Nearly 2,500 contest submissions
  • Related content on Adobe channels has garnered 1M+ social engagements across channels
  • Received 650k tutorial video views across channels (see below)

illustrator's 30th anniversary

We designed a month-long global campaign to celebrate Illustrator’s 30th anniversary in March 2017 and thank our communities. We collaborated across teams and regions to produce live streams, blog posts, Create articles, tutorials, a new Illustrator 30th identity for our social channels, and video. The campaign launched on March 1st in North America, EMEA, APAC and Japan, and the response from the community was immediate.

results (as of 3.7)

  • We've seen a total of 8 U.S. articles and 61.5M impressions, including features in Digital Trends, Boing Boing, The Dieline, and ZDNet.
  • Drove 2M social impressions and 5k shares in the first week of campaign

FAN LOVE

The Joy of sketching

A four-part video series created in partnership with Bob Ross, Inc. to inspire our communities to create with Adobe Photoshop Sketch. The videos were hosted on the Adobe Creative Cloud YouTube channel, shared in a Create article, and promoted through social and earned media amplification.

Results

  • Within one month of release, the videos garnered 194k views (90% organic)
  • Drove 32 articles for almost 93M impressions across the US and Japan, including an Ad of the Day feature in Adweek and feature in Esquire
  • Increased Photoshop Sketch online conversation by 47% with more than 500k social impressions

creative matchup

A multi-part, recurring video series featuring two teams going head-to-head on a design challenge featuring various Adobe products. Our community quickly embraced the series, asking for it to be a recurring initiative.

results

  • Over 500k lifetime video views across all social channels
  • Garnered 1.1M impressions and up to 23.8% social engagement (social average is 2-4%)
  • Inspired requests for more from our communities

fan love

trash doves

Before Adobe MAX, Creative Resident Syd Weiler created iOS stickers titled “Trash Doves”on Twitch. She uploaded them to the app store, where Apple featured the stickers multiple times. She also wrote an article about making the stickers for Create. From there, the stickers took flight across the Internet and the world.

results

  • Facebook asked her to put the stickers in their messenger app. Thailand immediately took to them, leading interviews with Syd on news channels in Asia
  • Trash Doves became an internet meme with over 350M shares of the stickers
  • There were 14+ articles about the Trash Doves, including features in Huffington Post and Verge
  • Syd gained 120k+ social followers

adobe stock apparel

Conceived in EMEA by the Adobe Stock Nordics marketing team to generate enterprise leads in region, the Adobe Stock Apparel campaign imagined a fictional fashion line featuring Adobe Stock images. This tongue-in-cheek concept was meant to draw a contrast between conventional stock images and the premium content offered by Adobe Stock. It became an Internet and media sensation, with fans asking where they could buy the clothes.

results

  • Within days of launch, Adobe Stock Apparel was mentioned in 27 articles (including in Time, Mashable, GQ and Refinery 29) within U.S. press garnering a UVM of over 55M.
  • GQ’s Liza Corsillo writes, “We get it, Adobe's new photos will be new, different, shot by millennials, and we can't wait.”
  • Social audiences loved the campaign so much, it made it onto Reddit.

thank you!

Credits:

Paige Young, Amy Goldstein, Leah Walker

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