The creative idea was to take the most used cliché photos creative professionals love to hate and put them in a fashion context.

By taking advantage of the biggest perceived weakness among stock photos – i.e the cliché photos creative professionals love to hate, we created a clothing collection – Adobe Stock Apparel SS16 where we put the cliché photos in a fashion context. This resulted in a Direct Marketing campaign where clothing items and lookbooks were sent to our target group - Creative Director. We also sent the items and lookbooks to selected journalists and influencers to spark the interest for the campaign in creative forums.

Implementation

We 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 fashion photographer shot the collection where the models wearing the items were professionally styled. The collection images were then turned into a fashion lookbook.

We sent items of the clothing collection along with the lookbook to relevant journalists and influencers, in a designed cardboard box, as well as spreading digital images of the lookbook through social media and in Adobe’s own channels.

Scale

The campaign was first implemented in the Nordics and then carried out globally. via Direct Marketing and PR.

Platform

We created a website where we displayed the lookbook, as well as introducing Adobe Stock and the benefits the service include.

Timeline

2016-05-31 – 2016-09-30

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%.

The total PR value or the campaign amounted to 9,9 million USD.

The task was to launch Adobe Stock, a new service within the stock photo market, towards Creative Directors. The objective was to create a door opener and conversation starter for the Adobe sales team. Our creative idea was to take advantage of the biggest perceived weakness among stock photos - i.e the cliché photos creative professionals love to hate. We created a clothing collection - Adobe Stock Apparel SS16 - where we put the cliché photos in a fashion context. Clothes and lookbooks were sent to the target group, journalists and influencers.

Images were also spread through social media.

The strategy was to utilize the biggest perceived weaknesses of stock photo agencies and use them to our advantage. We combined two extremes in order to act unconventional in the generic stock photo agency category.

To make sure that Adobe as a brand and the benefits of Adobe Stock would come across in all contexts we named the collection: Adobe Stock Apparel SS16, and made sure that the practical arguments for using Adobes Stock was integrated in to the clothes by putting them on the washing labels.

Call to action was to trigger the target group to order items from the collection by contacting the Adobe sales team.

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 the competitors and function as a door opener and conversation starter for the Adobe sales team. Furthermore, our aim was to create awareness of Adobe Stock through PR and social media.

Specific objectives/KPIs and results are presented in the result section.