Create With Purpose
CHALLENGE: ENGAGE A NEW GENERATION OF MILLEnNIAL CREATIVES AND DISRUPT THE PERCEPTION OF ADOBE AS A LEGACY TOOLSET
Adobe is long established as the industry leader in the creative space, with a large array of tools to help creatives bring their visions to life. For experienced creatives, Adobe is the first place they go when inspiration hits them but, in recent times, younger creative professionals have been lured towards emerging tools at a lower price.
We needed to disrupt this perception of Adobe as a legacy toolset and encourage millennials to use Adobe Creative Cloud not just because it’s the industry standard, but because they truly love the toolset and it enables them to do amazing work.
SOLUTION: EVOCATIVE STORYTELLING PROFILING INSPIRING CREATIVES WHO FULFILL THEIR POTENTIAL THROUGH THE PRODUCT
We developed ‘Create With Purpose’ – a digital marketing campaign starring five of the most inspirational and disruptive creators in the Asia-Pacific region, who all utilise their talents for a larger purpose outside of their day-to-day life.
From campaigning for marriage equality, challenging racial stereotypes to creating bio-sustainable products and packaging, we told the stories of these talented, yet attainable creators, whilst also developing tutorial content to show emerging creators how they can use Adobe Creative Cloud for good (as well as for fun!).
In addition to the creative platform and campaign strategy, WE Buchan:
- Developed all creative content, including 5 hero videos in all digital and social formats, 10 tutorial videos showcasing how these creators use the Creative Cloud toolset, social media assets (including copy, targeting, etc.), content and design of Adobe.com campaign landing page, eDM’s, display, and content for paid search
- Designed and executed a digital marketing campaign, inclusive of content and channel strategy, social media strategy, paid media planning and strategy, and paid search
- Managed the entire influencer engagement program, from research and identification of each creator, to developing messaging to best tell their story, content production and social sharing (this was a huge success, with many of these creators now a part of the Adobe Insider program)
- Paid implementation and community management, inclusive of posting content, managing the Adobe Creative Cloud Page, monitoring campaign content and engaging with community, escalation of issues and customer service queries
IMPACT: THE CONTENT REACHED, AND INSPIRED, OUR YOUNG CREATIVE MAESTROS
- 8 million people reached
- 1 million+ video views
- 18% completion rate
- 20% view rate
- 1,600 store conversions
- $150 Cost Per Conversion (valued at $1,000)