Reaching a new audience of content creators with a social-first campaign.

Lightroom is a go-to tool for professional photographers, but Adobe wanted to expand its customer base to a broader, emerging audience – content creators. The biggest challenge was the campaign was set to launch over summer – one of the hardest times to engage digital audiences. People are out exploring, travelling, and capturing moments – not sitting still consuming content. Adobe needed a campaign that recognised this behaviour and created an idea with this mind. It had to meet people wherever they were, spark their curiosity, and show them that great editing isn’t reserved for experts. The goal was simple but ambitious: make Lightroom feel accessible and relevant to a new generation of creators and make it their go-to tool too. 

We created Lightroom Stories: Share Your Summer – a social-first campaign built around real creators, real journeys, and real edits. Working with travel photographers, we captured the full creative process – from discovering a scene to refining the final image. Each piece of content combined inspiration with practical guidance, showing exactly how Lightroom tools bring moments to life. To drive engagement, we introduced themed challenges – encouraging audiences to experiment, apply what they’d learned, and share their own results. A dedicated landing page acted as the content hub, offering tutorials, films, and prompts to sustain momentum across the summer. The result was a campaign designed not just to be seen, but to be used as a resource. 

Considering this campaign launched during a notoriously tricky time to attract people’e attention, it achieved incredible engagement – reaching over 2.3 million on social. Better still, the content hub consistently earned 45,000 visits a week. We found that our audience was returning week after week to explore our how-to tutorials and inspiring films. Competition participation was also strong, with thousands of submissions demonstrating real creative adoption. Beyond the numbers, the campaign enabled Lightroom to connect with a new audience, building a foundation for future creator-focused activity.