We executed the creative strategy by created a clothing collection consisting of T-shirts and Sweatshirts – Adobe Stock Apparel SS16, where the practical argument for Adobe Stock was printed on the T-shirts washing label. A well renowned fashion photographer shot the collection with models wearing the collection items. The images were then turned into a fashion look book. We sent items of the clothing collection along with the look book to Creative Directors, relevant journalists and influencers, as well as spreading images of the look book through social media and in Adobe’s own channels.
- Sales objectives: Achieve a conversion rate (booked meetings) of 10%.
- Result: Conversion (booked sales meetings in relation to companies contacted) totaled 42%. Sales target exceeded by 320%.
- PR objectives reach: 10,000,000 gross range globally
- Result: Total gross range amounted to 720,000,000. Target exceeded by 7100%.
- PR objectives insertions: 30 editorial articles in 10 countries
- Result: Number of editorial articles: 131 in 33 countries. Target exceeded by 336% respective 230%.
- Social media objectives: 5 000 000 impressions
- Result: 81,000,000 impressions. Target exceeded by 1520%.
Worth noting: No purchased media was used in the campaign. The total PR value amounted to $9.9M USD
With Adobe Stock Apparel, we showed that Adobe understands its target group and speaks their language. Current trends and flows have been used to maximize the effect of the campaign. Thanks to a courageous customer, self-insight and humor became powerful campaign tools. The campaign was mentioned in a number of publications, including AdWeek, Bored Panda, and Mashable. All channels related to our own industry where we could expect attention. But the response didn’t end there – the campaign was also picked up by Huffington Post, Reddit, , Metro Lifestyle, Die Welt, New York Magazine, GQ, Esquire and Time Magazine. Amongst others. A clear example of how our campaign content has its finger on the pulse is the fact that the collection reached far beyond our calculated target media and specifically that lifestyle and fashion media such as Esquire, GQ and hypebeast. New York Times trendsetter ‘The Cut’ says “there was one thing missing from the New York Fashion Week this year – pictures of stock photos.” When media write about the campaign, it’s not just an amusing image without any context. In 9 out of 10 cases, they clarify the aim of the collection: that Adobe Stock is a modern image service that is something out of the ordinary. And at last but not least – we exceeded the sales target (booked meetings) by 320%.