ADOBE / CONTEST

ADOBE / CONTEST

Adobe Spark Influencer Program

Adobe Spark Influencer Program

  

   

   

   

   

CHALLENGE

How do you engage students in a promotional learning challenge over summer break?

How do you engage students in a promotional learning challenge over summer break?

How do you engage students in a promotional learning challenge over summer break?

How do you engage students in a promotional learning challenge over summer break?

The Adobe Education team needed to introduce their software, Adobe Spark, to parents who wanted their K-12 kids to be able to exercise more creativity in completing over-the-summer assignments. They had a robust strategy for traditional channels, but we recommended piloting an influencer program as a strategic channel for new audience exposure.

STRATEGY

Magnet Media partnered with the Adobe Spark and the Adobe Edu teams to create a summer book report contest campaign. As part of the campaign, Magnet led a co-creation effort with a select group of parent influencers to create promotional content to activate their audiences. The influencers used Adobe tools with their families to create an authentic content experience allowing us to engage with and encourage followers and fans to make creative book reports using Adobe Spark. Entrants had a chance to win $500 in prizes.

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RESULT

Using our THINK / MAKE / REACH approach, we were able to rocket past our initial goals: visitors to the site were nearly double our target mark, and video views were triple the target, getting Adobe Spark in front of an all-new audience of eager customers. Most importantly, across the campaign (including microsites, social content, and media) the results around influencers as a new channel were undeniable: 93% of the audience reached was net NEW to Adobe Spark.

The results were so exciting that they renewed the campaign the following year,
with a different twist.

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