Tierra Whack is not only grammy nominated, she is one of the most creative minds in the hip hop world. She’s a storyteller, who doesn’t just tell stories with her music, but also with her sense of style. Being such a multifaceted entertainer made her the perfect person for Adobe to partner with when trying to reach the Gen Z audience. Not only were we able to engage Gen Z, we were able to give them an opportunity to influence one of their favorite entertainer’s wardrobe and be featured in the most prolific fashion magazine of all time, Vogue.

Adobe needed to inspire a broader audience of students who didn’t understand the value of Creative Cloud. In a sea of new free and easy to use creative software tools, we needed to show how Adobe helps to bring your ideas to life in ways none of our competitors could.

Our brief was simple- demonstrate how Adobe CC takes your ideas to the next level. Anyone can be creative, and sometimes all it takes to see your ideas out in the real world is taking that first leap of faith.

With a limited media spend, we needed an idea that would create earned media, drive traffic and ultimately convert those who are interested into paying subscribers.

Adobe is constantly on a mission to reach and uplift Gen Z by creating work featuring talent this generation truly cares about. Any real fan of Tierra Whack will know she has a truly unique sense of style. Tapping into this insight, we invited students to create their own looks for Tierra Whack using the Adobe Creative Cloud. From there Tierra picked her favorites! With some help from celebrity stylist Shirley Kurata, fans’ 2-dimensional designs were taken into a 3-dimensional world, and were featured in the most iconic fashion magazine of all time, Vogue.

The audience for this campaign is squarely focused on bringing in new students to subscribe to Adobe CC. While those already interested in pursuing creativity in school know that Adobe is the industry standard, we needed to give a broader audience of students a reason to want to pay for Adobe CC from their very limited budgets.

Rather than just focusing on product features, we found that what really motivates this audience are the things they are already passionate about. We needed to find a way to connect Adobe CC to play in the world of their passions like fashion and music.

This led to our strategy which centered around giving students a chance to show how creating with Adobe CC could help them take their passion to the next level.

We joined forces with one of the most creative rappers out there, Tierra Whack to show students how they can use Adobe creative cloud to make stuff. Not just any stuff, stuff that can live out in the real world and push their creativity to the max. By cementing a partnership not only with Tierra Whack, but celebrity stylist Shirley Kurata, and Vogue we were able to take fan generated artwork and turn them into 15 unique, avant garde outfits. Each fit was featured in a spread in Vogue, inspiring students to see that anything is possible with Adobe Creative Cloud- even seeing your passion project in the most major fashion publication of all time.

This campaign was one of the biggest yet! We were able to exceed all of our campaign objectives. Using Adobe creative cloud, students artwork was able to inspire Tierra’s wardrobe with some help from world renown celebrity stylist Shirley Kurata. Traffic to our site was over 500k! While the campaign drove significant revenue for the brand, the key was ensuring that the revenue we generated exceeded our investment in the campaign. In the end, our campaign had a 3:1 ROI (returning $3 for every dollar spent). Also, as a result of the campaign getting picked up by Vogue we were able to generate over 55 million impressions.