ADOBE INDIA STUDENTS FACEBOOK PAGE

TitleADOBE INDIA STUDENTS FACEBOOK PAGE
ClientADOBE
Product / ServiceADOBE
CategoryA02. Best Use of Social Media
EntrantTHE PRACTICE Delhi, INDIA
PR Agency THE PRACTICE Delhi, INDIA
Entrant Company THE PRACTICE Delhi, INDIA

The Campaign

Challenge: Adobe India wanted to showcase its focus on Education as a vertical Objective : The objective was to create a property where Adobe India could interact directly with the student community in India. Strategy: The best place to reach out to the young crowd of India is through social media. Thus, a new Facebook page called “Adobe India Students” was conceptualized and created to engage directly with the Indian student community. Execution: Following actions were taken to make the Facebook page a hub of activity for the students and Adobe India: - A targeted Facebook Ad Campaign with multiple ad groups focused towards the target audience was launched - Relevant and consistent daily fresh content for the Facebook page was created - “Designers of Tomorrow” – a creativity contest was launched to create interest and engagement in the rising community Outcome: The Facebook page was conceptualized in September 2012. Soon it became a strong and engaged community of 70,000+ fans in less than 5 months. The page has recently been merged into Asia Pacific page called “Adobe Students” which comprises of 5 countries across Asia. The total fan base of Adobe Students is 272,000. India has contributed to more than 25% of this base. The current total reach of posts made by India is 2.3million. Resources: • Link to the Adobe India Students Facebook page when it was independent (till July 2013) http://www.facebook.com/AdobeIndiaStudents?ref=ts&fref=ts • Link to designer of tomorrow contest till it was active (March 2013) http://apps.facebook.com/designersoftomorrow/winners.php • Link to the current Adobe Students Facebook page (since August 2013) https://www.facebook.com/AdobeIndiaStudents?fref=ts

The Brief

The goal of the Adobe India Students page was to interact with the students community directly and reach out to the target audience through this platform. To reach the set objective, we suggested a campaign that engages with the young creative minds in the industry by sharing their design works with us for multiple themes. To create more buzz in online space, we used Designers of Tomorrow app as the source for every creative user in India. Through our research, we found our audience present on online social media platforms like, Facebook, discussions places like Facebook Groups. By selecting the highly active Facebook Groups, we initiated activities on these platforms.

Results

The Facebook page was conceptualized in September 2012. Soon it became a strong and engaged community of 70,000+ fans in less than 5 months. The page has recently been merged into Asia Pacific page called “Adobe Students” which comprises of 5 countries across Asia. The total fan base of Adobe Students is 272,000. India has contributed to more than 25% of this base. The current total reach of posts made by India is 2.3million.

Execution

With an objective in mind, we initiated the campaign by having an app installed on Facebook page. We invited the creative users to participate in the contest by reaching out to both online groups and offline by reaching out to schools in India where the target audience is residing by sharing flyers with them that talks about the campaign and the procedure to participate in.

The Situation

Adobe India is changing the world through digital experiences. Adobe India wanted to showcase its focus on Education as a vertical and use social media as the key platform to create awareness about Adobe India and its offerings for the education sector in India. Adobe India wanted to educate the audience about the different types of designing software that Adobe develops mainly for the student-teacher community and the special discounted pricing around it.

The Strategy

To reach our objective, we initiated an interesting and creative app on Facebook that lets users participate in the campaign and share their creative work with us based on the themes that are being shared during a particular period of time. To increase the awareness about the campaign, we reached out to the student communities on Facebook Groups and also directly reached out to schools in which we found our targeted audience which resulted in receiving more number of entries and increase engagement on Facebook page. In addition, we laid a lot of emphasis on fresh, organic content which was both creative and innovative. The consistently fresh content acted as a binder for the audience and they started looking at the Facebook page as the hub for innovative, interesting and creative work.

Credits

Name Company Position
Neha Jain The Practice Client Relation Lead
Gopal Kommuri The Practice Manager/Digital
Shane Jacob The Practice Principal/Digital
Saurabh Uttam The Practice Director/Digital