Engaging A New Generation of Creators Post-Pandemic

Problem

Adobe needed to connect with a new generation of creators. ​81% of creatives expressed that the pandemic made it more important than ever to expand their skillsets but felt limited without professional training. We needed to engage a new generation of creatives with a platform that felt relevant and unique to APAC, while paying homage to the global brand positioning.

Solution

WE deployed photographers to capture cityscapes across Sydney, Melbourne, Singapore, Seoul and Hong Kong that would inspire creatives to play with. We then challenged the region to reimagine these urban canvases into something unique, with the only limitation being their own imagination. We then recruited local influencers - including Filipino illustrators, Korean street artists and Aussie designers - to share tutorials on how to turn these canvases into something out of this world, and invited their audiences to do the same.​

Results

The campaign was an overwhelming success, blowing away all expectations of site interaction and canvas submissions. ​Including:

• 2,300 new Photoshop trials
• 35% conversion rate