Adobe: Inspiring the Next Generation with Social Scoop
We all remember the age-old question we were all asked at school – “What do you want to be when you grow up?”
Rather than traditional career paths, ¾ of young people now consider a career in the online content creation industry*. The younger generation have finally been given platforms to share their own voices and creativity – one of the brands championing this is Adobe, whose student-focused digital and creative platform, Adobe Social Scoop, aims to inspire students to forge careers in socially-led roles.
We were approached by Adobe to help them use influencers in different verticals to inspire students to use the Adobe Creative Cloud. The influencers would take part in a shoot and create content and actionable tips for young people, which would be showcased on Social Scoop. Adobe wanted to inspire students who wish to work in the creative or digital world, drive awareness of Adobe Creative Cloud for student orientated products and drive higher usage amongst young people. Working with influencers was vital for this campaign, enabling us to directly share their success stories and tips on how they use Adobe Creative Suite in their everyday lives.
Since the campaign was so focused on students and raising awareness around Adobe Products to a younger generation of followers, our biggest challenge was finding influencers whose audiences were of the right age demographic. We also had to ensure the influencers were authentic users of the product – our advocates would need to be genuine Adobe users who could showcase the product as part of their day to day in order to create content to help.
We onboarded two influencers from different verticals to highlight benefits from the Adobe Creative Cloud. Our first influencers onboarded wereHashtag United, an internet-founded football club that gained notoriety from filming their matches and posting the highlights to their YouTube channel. They have a huge following on Instagram too, posting bitesize video content to their young male audience. They were selected to showcase Adobe Rush, which you can use on your phone to quickly edit videos before uploading to social.
Next we onboarded The Mac Twins; Lisa and Alana, who have performed their iconic DJ sets all over the world for huge brands such as Coca Cola, as well as being founders of revolutionary gut health platform The Gut Stuff. We chose The Mac Twins knowing that their career duality would serve this campaigns purpose perfectly, since being Love Island DJs meant that they would have an overwhelming credibility with a student audience. The Mac Twins were brought on to the campaign to showcase Illustrator – as existent Adobe customers, Alana and Lisa were already using their products to create all of their own flyers and website designs for The Gut Stuff.
Each influencer took part in a shoot for the Adobe Social Scoop site; where they explained their top career tips, weaving Adobe Creative Cloud into the fold by showing how easy the products are to use for an online career – these were then posted to their respective Instagram channels. Each influencer also shot their own Instagram stories, all of which had tracked UTM links, taking their targeted followers through to the microsite which showcased the 7-day free trial of the Adobe Creative Suite as well as a 30% discount offer on the full package.
– The content posted by the influencers drove 218K impressions across grid posts and stories
– Utilising influencers that could clearly show how they used the product as part of their everyday roles ensured the content was authentic and credible
– The sentiment was 100% positive, with users calling out how helpful the content was:
– “This is excellent! Very useful,” – @scarmic3
– “Is there an app form for video editing? I’m going to download!” – @lredhead92
– “I’m a recent @adobe convert when it comes to editing.” – @neilsmythe
– Identifying two key verticals and passion points for young people; whether that be sports or a popular reality TV program, ensured that we could cleverly target the student demographic whilst also using reliable voices in the entrepreneurial space
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