| Title | ADOBE ANZ REAL OR FAKE CHALLENGE |
| Brand | ADOBE |
| Product / Service | CREATIVE SUITE |
| Category | C01. Integrated Media Campaign |
| Entrant | GMR MARKETING New Berlin, USA |
| Entrant Company: | GMR MARKETING New Berlin, USA |
| Advertising Agency: | GMR MARKETING New Berlin, USA |
| Name | Company | Position |
|---|---|---|
| - | Traction | Digital/Creative |
| - | Capture | Social Media Support |
| - | Salmat Idr Pty Limited | Promotional Support |
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.
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. 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 arranged for Adobe to be integrated into a variety of digital placements, in cooperation with the blog and website authors: 1. Enewsletter 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
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 about both the competition and the software itself. We created a multi-faceted digital media push led by popular web personalities in the region. Our strategy was to present consumers with product recommendations and excitement, delivered by voices they already knew and related to.