Fashioning a new approach.

For this second phase of the campaign, we focused on lifestyle and fashion photography. Considering our content creator audience, we refined our target market and defined them to be women (aged between 18-30) who have a keen interest in browsing social platforms (particularly Instagram) in search of lifestyle inspiration. They’re regularly taking photos on their phone and invest time in editing them too.

Lightroom is the perfect product for this audience’s needs ­­­– but we needed to address their concern that it’s ‘only for professionals’. We did this by partnering with a respected influencer and showing the value that Lightroom adds to their content. We used the Adobe.com EMEA Photo Beginners webpage as the campaign content hub for all the assets we created and positioned it as the place to go to learn how to create visually engaging social content.

After considerable research, we chose to partner with Kelsey of @kelseyinlondon and made a start with a video and photoshoot in Kew Gardens and at Kelsey’s flat in South-East London. We created a hero video and a series of story videos for the content hub – focusing on selecting the right outfit, choosing the best location and creating the perfect fashion accessories flat lay.

To help the newbies…

We also created a series of short tutorial videos covering how to use Lightroom to make colours more vibrant, how to create a signature preset and how to highlight details using selective edits. The content hub even had a blog article from Kelsey, where she shared her tips for creating the perfect Instagram feed. A series of weekly emails drove the audience to these assets, offering a free-to-download Lightroom preset which Kelsey had created as an incentive.

To increase the impact of this campaign amongst her followers, we also invited a small group of keen fashion photographers to join Kelsey for a ‘photo walk’ in Notting Hill, followed by a photo-editing workshop. The final asset for the campaign was an interactive livestream on Adobe’s UK Facebook and YouTube channels. For this, Kelsey answered questions posed by her live audience.

We certainly made an impression.