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DMA: Data and Marketing Association
Consumer Help
art-direction

Adobe Stock Apparel

Agency: Abby Priest    •    Client: Adobe    •    Category: Art Direction    •    Award: Certificate

The task was to launch Adobe Stock, a new service within the stock photo market - which is dominated by a few very strong and well-known competitors. The challenge was to differentiate Adobe Stock from its competitors, generate awareness and function as a door opener for the Adobe sales team. The target group was Creative Directors at big companies within EMEA.

Campaign Objective

The main challenge was to stand out in the well established and generic stock photo market where Adobe Stock is a new brand.The strategy was to utilize the biggest perceived weaknesses of all stock photo agencies, i.e the iconic stock photos creatives love to hate, and use them to our advantage. We combined two extremes in order to act unconventional in the category and to create both an eye- and door opener and conversation starter for the Adobe sales team.
Objectives:

  • Sales objectives: Achieve a conversion rate (booked meetings) of 10%
  • PR objectives reach: 10,000,000 gross range globally
  • PR objectives insertions: 30 editorial articles in 10 countries
  • Social media objectives: 5,000,000 impressions

Target Audience
We created a clothing collection consisting of T-shirts and Sweatshirts – Adobe Stock Apparel SS16, where the practical arguments for Adobe Stock were printed on the T-shirts washing label.The collection images were turned into a fashion look book. We sent items of the clothing collection along with the look book to Creative Directors, journalists and influencers, as well as spreading images of the look book through social media and in Adobe’s own channels.

The Execution

Businessmen shaking hands, happy senior couple on the beach, healthy women eating salad… and so on. We all know how the stereotypic stock photo images are perceived. And the strong love-hate feeling the target audience has towards them. Our creative strategy and idea was to leverage on this preconception and to use the percieved weakness of stock photos to our advantage. The creative strategy behind Adobe Stock Apparel was to design an idea where consumer engagement and participation were the key fundaments to leverage on the KPI:s, i.e awareness and booked sales meetings. By tapping into a fashion context with Adobe Stock, a brand normally not associated with fashion, we triggered consumer involvement and set the wheels in motion in order for the target group to discuss, debate and thereby promote the campaign. And since there was no budget for bought media, organic spread and consumer participation was crucial in order to meet the campaign- and communication objectives. The target audience was Creative Directors at big companies within the EMEA and the target media was creative online magazines and portals such as Adweek, Creativity Online, Mashable etc.

The Stats

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.
Objectives

  • 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

The Results

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%.

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