The Campaign

Adobe’s “Real or Fake” Facebook competition engaged social media users around the graphical power of the Adobe Creative Suite software. Our task was to energize users in Australia and New Zealand, so we developed a social media strategy aimed at driving competition awareness and entries. We picked out key regional bloggers, arranging posts, links, product reviews, and shout-outs about Adobe’s product and the promotion. By tapping into online communities that were ripe for excitement about the contest, we drove over 16,000 highly-targeted impressions. From a PR perspective, the goal of this initiative was not to simply drive traffic to a singular promotion, but more importantly to establish Adobe Creative Suite as an accessible, must-have tool for online content producers, including non-professionals, using the promotion as a vehicle for that message.

The Brief

The goal was to drive awareness of both the Real or Fake promotion and of Adobe's Creative Suite. The target audience was anyone who would enjoy using the software, especially those who do not identify as designers.

Results

Adobe drove campaign and product awareness by tapping online social influencers to spread the message in their own voices, on their own platforms. And the results paid off. In particular: www.studiohomeonline.com delivered a total of 27 combined engagements www.herecomesthesunblog.com delivered 80 combined likes and comments www.daydreamlily.com delivered a total of 233 combined likes, comments, and shares By tapping into multiple active online communities in multiple ways, we drove over 16,000 highly-targeted impressions to consumers who were ripe for excitement about the contest.

Execution

We identified four key regional bloggers and websites whose content related to or consisted of strong design and/or photography. Loyal followers and readers of these properties were likely to also appreciate attractive, well-executed visuals. We arranged for Adobe to be integrated into a variety of digital placements, in cooperation with the blog and website authors: 1. E-newsletter banner ads to specifically call-out the Real or Fake contest 2. Social media links, including Facebook, Twitter, Instagram, and blog links expressing excitement about the Real or Fake challenge 3. Blog product reviews, delving deeper into the features, benefits, and real-world uses of Adobe Creative Suite

The Situation

Adobe Creative Suite is well-known as a powerful tool for designers and design students, but many self-made bloggers and content producers stand to benefit from its capabilities. The Real or Fake promotion was already spreading that message by illustrating the software's capabilities, so we wanted to use the social media push of the promotion to not only highlight Real or Fake, but to further underscore Creative Suite's capabilities and approachability.

The Strategy

Our strategy was to present consumers with product recommendations and excitement, delivered by voices they already knew and related to. We created a multi-faceted blog and social media push led by popular web personalities in the region, selecting authors whose content related to or consisted of strong design and/or photography. Assuming that loyal followers and readers of these websites were likely to also appreciate attractive, well-executed visuals, we surmised that they would also be interested in creating similar visuals of their own. Many bloggers shoot and edit their own photography and artwork, often using Adobe Creative Suite. Because Adobe's software equips non-professionals to create high-quality output, these blog authors are natural brand advocates.