The Campaign

Our greatest challenge from a content perspective was reaching potential users of Adobe's Creative Suite software in a voice that was authentic, already part of their daily lives. In order to connect with both designers and non-designers, we sought out content partners able to provide authentic avenues into their highly-engaged online audiences.

Results

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, using social media to highlight the software and the competition. 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 while pursuing social media buzz for the contest, we wanted to use our efforts to also underscore Creative Suite's capabilities and approachability. Our strategy was to present consumers with product recommendations and excitement, delivered by voices they already knew and related to. We worked with popular regional web authors, selecting those 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. We identified four key regional bloggers and websites whose content related to or consisted of strong design and/or photography: The Vine, Daydream Lily, Here Comes the Sun, and Studio Home. Loyal followers and readers of these properties were likely to also appreciate (and want to create) attractive, well-executed visuals. We arranged for Adobe's Creative Suite and 'Real or Fake' promotion to be integrated into a variety of highly-trafficked content streams, authored by the website owners: 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.

Four popular websites from Australia/New Zealand integrated Adobe's Creative Suite and Real or Fake contest into their regular content. Daydream Lily featured a post called 'Photoshop love + resources' and included Real or Fake in a weekly list of 'Happy Tuesday Links.' Vine sent out a promo for Real or Fake in their weekly newsletter. Here Comes the Sun wrote a post called 'Photoshop for Beginners'and talked up Real or Fake in a 'Weekend Link Love' roundup. Studio Home dedicated a post to 'Photoshop Exploration' for beginners. All sites promoted Real or Fake across various social platforms.

Adobe drove product and campaign 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.