Adobe wanted to increase awareness and drive conversions for the Adobe Creative Cloud Package (CCP) May promotion, so they turned to Vamp.
Objectives
The goal was to reach new and existing audiences through authentic influencer content. Given the timing of this campaign, it was important that the content was sensitive to the global pandemic, while still inspiring and engaging the target audience.
Strategy
The campaign combined a beautiful influencer content with strategic paid media boosting.
Phase one
62 Vamp creators shared their unique photo edits, edited with Lightroom or Photoshop via Instagram albums and Stories. This ‘before and after’ content showcased the power of Adobe software.
The talent were experienced Adobe users. They were able to share their expertise with their followers and create authentic, natural content. This resulted in high engagement levels and meant that 48% of the creators were so passionate about the project, they created bonus Story frames.
Toolkit
- Managed campaign
- Influencer marketing
- Boosting
Phase two
Thanks to the diverse mix of lifestyle influencers, photographers and beauty influencers, the campaign generated a wide range of high-quality content. To amplify this content further, Vamp boosted them, adding the content to the Instagram feeds of Adobe’s target customers who did not follow those particular creators. With these boosted posts, Vamp were able to effectively call users to action, driving strong conversion levels.
Results
- 217% return on ad spend
- 10,833 customers driven to the website
- 2,709 subscriptions generated
- 5.2% average engagement rate on organic posts – that’s 164% higher than the industry benchmark
