Understanding the hearts and minds of young creatives to inform an inspirational social strategy
Adobe Students tasked us with creating more emotive, peer-to-peer social relationships with Gen Z and millennial users.
Adobe Students knew they needed more meaningful exchange on social media. They partnered with us to better understand their student users.
Conversations with key Adobe Students stakeholders revealed the crucial elements they needed to win the hearts and minds of their core users. We also spoke to Adobe Students’ core and extended core audiences to understand their online habits, cultural and personal values, career aspirations, and motivations.
Our cultural, contextual, and consumer research revealed the importance of highlighting student creativity. This became the backbone of Adobe Students’ new social positioning, guiding how Adobe Students showed up on social media as both a brand and product.
CREATING A RELATABLE BRAND PERSONALITY
Aligned Adobe Students’ messaging and channels with the mindsets and behaviors of young creatives through user-generated content to provide a clear, relatable, and inspirational core brand personality
FLEXIBLE CONTENT STRATEGY
Proactive, real-time frameworks for messaging, content frequency and creation that are responsive to the ever-changing pop culture landscape
Deepened audience engagement by partnering with students and influencers to showcase their diversity of creativity and talent while putting Adobe’s products in a supporting role
Defined and detailed roles, action plans, content formats, and audience priorities for each channel to ensure a cohesive and coordinated social media presence
Identifying the right measurements to track ongoing success and generate sustained engagement