Disconnect 5 STORIES - 5 PHOTOGRAPHERS - 5 PACKS OF PHOTOS AND VIDEOS

Background

Expectations of Fotolia users

The Gang group interviewed a panel of fifty designers who work either in agencies (mostly based in Paris) or as freelancers (scattered throughout France). What emerges from this survey is the lack of photos that can be defined as to be "inspirational" and related to "current trends". Indeed, it is difficult to find photos that match the style currently in vogue (low contrast, grainy, with a kind of a vintage effect...), even though these pictures are nevertheless responsible for the success of services like Instagram and VSCO and are also increasingly present in the press or on websites such as https://exposure.co/ or https://medium.com/. Besides the "visual" aspect, another often mentioned point is the lack of pictures that tell a story; photos tend to be too "corporate" to be used for storytelling.

Project goals

  • Recruit trendsetters, renowned and influential photographers.
  • Assert our leadership and identity as an accessible, high quality image bank, in tune with the times.
  • Acquire exclusive, high quality content creating the best resource for trends and inspirational content.
  • Engage our community on social networks through great storytelling and free content.
  • Maximize the trafic on Fotolia’s blog and website.

Concept

In April, Fotolia by Adobe launched the brand content project based on the storytelling: #Disconnect

We sent five renowned photographers from France, Germany and Poland in countries that invited them to "disconnect" thanks to their landscapes or cultures.

These trips emerged an exclusive collection of lifestyle photos and videos with high narrative and emotional value that you can discover on both Fotolia and Adobe Stock.

For this brand content project, we used storytelling at two levels: with images that tell you a story and also telling you the story behind the image, through a video film.

Each month, we offered during 24 hours, 3 pictures and one footage file from the trip that professionals can use in turn to tell their own stories.

Strategy

  • Create a brand content project based on storytelling (the story behind the image).
  • Engage renowned and influential trendsetting photographers from countries where the Fotolia brand is established: France, Germany and Poland.
  • Bring an exclusive collection of pictures and videos with high emotional and narrative values on Fotolia and the Adobe Stock images bank.
  • Provide the story and the culture through video films.
  • Offer free pictures and footage through downloads during 24h.

Global results

At this time, the five series have generated more than 59,000 downloads during the first 24 hours of each launch and more than 310,000 views for the videos (total views through the integrated video on Facebook + youtube).

+ 185 press clippings in French, German or Polish medias (blogs & websites)

+ 1,200 tweets (100% positive and neutral)

The first Prize for the Best Communication Project by « Les trophées de la communication ».

Our digital communication has generated 1,065,815 reach on Facebook France and 1,588,099 on Twitter France.

Trafic on the French Fotolia blog has increased of 2,093% VS last year at the same period.

What's next ?

We are currently exploring the opportunity of launching a second edition of #Disconnect with talented photographers and filmmakers from all around the world to drive awareness for Adobe Stock.

Zoom: Communication plan

PR

Online

display, emailing, content marketing, Fotolia by Adobe blog

Print

Events

We made this Disconnect project thrive through European Events from which we organized talk shows and exhibitions.

Les chatons d'or - Paris - June

  • Sonia Szostak Talk show
  • Sonia Szostak exhibition

Fubiz Talks - Paris - September

  • Talk show of Théo Gosselin
  • Exhibition of Théo Gosselin for Disconnect collection

Festival Phe - Madrid - June

Sonia Szostak exhibition

Imagination day - Poland - November

Talk show of Disconnect artists

Zoom: Photographer selection

Sonia Szostak

Polish photographer

  • 31 000 subscribers on Instagram
  • 5 000 subscribers on Facebook

Brice Portolano

French photographer

  • 46 000 subscribers on Instagram
  • 6 000 subscribers on Facebook

Théo Gosselin

French photographer

  • 123 000 subscribers on Instagram
  • 136 000 subscribers on Facebook

Max Muench

German photographer

  • 288 000 subscribers on Instagram
  • 5 000 subscribers on Facebook

Arnaud Montagard

French photographer

  • 50 000 subscribers on Instagram
  • 20 000 subscribers on Facebook

Zoom: Artists productions

Sonia Szostak - The Philippines

Brice Portolano - Namibia

Théo Gosselin - Iceland

Max Muench - Mongolia

Arnaud Montagard - Canada

Created By
Mathilde Tellier
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