Results and Effectiveness

Adobe's Creative Suite and Real or Fake contest were highlighted across blog posts, social media updates, and newsletters from four strong Australia/New Zealand social media leaders. The placements drove over 16,000 highly-targeted impressions, as well as consistent engagement. 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 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.

Creative Execution

We identified four key regional bloggers and social media personalities 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. In addition, many bloggers shoot and edit their own photography and artwork, and Adobe's software equips non-professionals to create high-quality output. As such, these blog authors are natural brand advocates. We coordinated with the bloggers, providing them with a free copy of the new software to play with, then arranging for the authors to integrate Adobe into a series of posts, links, product reviews, and shout-outs across their blogs, newsletters, and social media pages (Twitter, Facebook, Instagram). Product reviews talked through some of the ways the authors utilized Creative Suite in their work, while links highlighted the ongoing Real or Fake competition, directing readers to Adobe's ANZ Facebook page, where they could participate.

Insights, Strategy and the Idea

Adobe’s “Real or Fake” Facebook competition engaged Facebook users around the graphical power of the Adobe Creative Suite software. Our task was to develop social media outreach within Australia and New Zealand that would raise awareness of both the competition and of Adobe Creative Suite itself. We focused on quality over quantity, seeking to not simply get in front of consumers, but to reach those whose interests made them strong potential users of the software. It was also important that the communication be relevant to these consumers' interests and authentically integrated into their digital landscape.