The challenge

How can Adobe shift perception from functional tool to emotive brand that celebrates the power of creativity for all?

The work

We grew @AdobeUK on Instagram and built out a creative community of Adobe fans, educating and inspiring them with stories, memes, tips and tricks. Collaborating with UK talent and creators, we’ve captured people’s hearts and minds to champion the best of UK creativity for audiences old and new – all powered by Adobe.

The big campaign

Not only are we leading always on social with everyday content, our big-bang social first campaigns are driving buzz and conversations. To encourage UK small business owners to use Adobe Express, we partnered with Steven Barlett to launch the ‘Manifest-o Method’.

We found out that 73% of investors look for a manifesto when they are looking to invest in new start-ups – not functional business plans. Using Steven’s unrivalled entrepreneurial credibility, we asked SMBOs to create their own manifestos in Adobe Express for the chance to win £10,000 and meet the man himself at an exclusive event. And, boy, did people get making.

The results

We’ve grown impressions by +400% YOY, engagements by +180% YOY, and followers across Instagram and TikTok by +34%.