The Future is Yours
We inspire the next generation of creators by showing them what's possible with Adobe Creative Cloud.
CHALLENGE: INFLUENCE THE PURCHASING DECISIONS OF MILLENNIAL DESIGN STUDENTS
18-24 year old design students are a key target market for design software suite Adobe Creative Cloud. With the back-to-school purchase window firmly in our sights, we were challenged to devise a campaign that would inspire young Australian and New Zealand-based designers to purchase Creative Cloud as part of their creative toolset.
Solution: EMPHASISE THE PRODUCT’S RELEVANCE THROUGH INSPIRATIONAL STORYTELLING
We know millennials have a strong sense of purpose, along with a desire to make an impact on the world and maximise their creative skillset. With these insights in mind, we created a local campaign for the global Future is Yours platform, grounded in powerful storytelling that celebrates people who are challenging the design culture by redefining and redesigning elements of their world.
At the heart of our campaign was the story of Lisy Kane, co-founder of Girl Geek Academy and the only Australian on Forbes 2017’s 30-under-30 gaming list. Filmed at the League of Geeks HQ, Lisy examined the rising cultural clout of video games, their role as an art form and a modern day storytelling medium, and her role in shaping this narrative.
We developed the integrated campaign across owned, earned and paid channels, anchored by inspiring video content and launching a competition offering students the opportunity to win a trip to Adobe MAX in L.A. We also managed creative design and community management across Adobe’s social channels.
Impact: WE SPREAD OUR MESSAGE TO THE NEXT GENERATION OF DESIGN DISRUPTORS
Our campaign reached over 2 million people, clocking up:
- 1.5 million video views
- 25,300 clicks to the product website
- 200 competition entries