While Adobe Creative Cloud had historically been the leader of its category, the tides were turning:

Newer social media platforms like TikTok and Snapchat were offering a greater range of “good enough” creative software tools built into the experience.

Canva, had disrupted the category by providing students with much easier and FREE creative software that satisfied most of what this new audience needed.

These challenges were most acute on college campuses across the country. College students represented an opportunity to drive short-term topline growth, while also building the pipeline of future subscribers to the brand.

The objective: In a category celebrating “free” and “easy”, we needed to get young college students to pay for premium creative software that was hard to learn and that they didn’t think they needed.