New Creative Meet-Up – A creative event crafted for a new wave of creatives.
New Creative Meet-Up – A creative event crafted for a new wave of creatives.
As premium creative software innovators, Adobe wanted to host an event that would bring the creative community together. The aim was to inspire and build relationships with talented professionals in the industry, positioning Creative Cloud at the heart of a new generation of creatives. We had to put on an event like no other – and to reach a wider audience, it had to live online and make some noise on social too.
We began with the basics – carefully compiling the guest list, inviting thought-provoking speakers (such as Gavin Campbell) and selecting London’s Fabric nightclub as the venue.
We crafted a compelling visual identity for the event and produced various assets to target our live audience – save the date eDMs, official invites and reminder eDMs. We then changed tack for our online audience, targeting them with social media posts, paid social, bespoke eDMs and a strategic partnership with Creative Bloq – we wanted to get them tuning in for the event’s livestream and interacting with us via social media.
“ Torpedo understood the audience as brilliantly as they understand us. Their passion, hard work and skill resulted in an event incorporating in-person, online and offline channels, which truly engaged the audience. The social engagement of this campaign was greater than other Adobe UK campaigns. ”
The event set out to showcase work from the UK’s creative community and to celebrate ‘new creatives’. Adobe understood that industry dynamics were shifting and people needed access to a greater range of creative software in order to be innovators – ‘new creatives’ needed to be hybrids.
Adobe Creative Cloud breaks down the barriers of disciplines and empowers its customers to explore different software when executing their ideas. To raise awareness of Adobe’s impressive product offering, a key component of our live event was the ‘Creative Jam’. We brought together 12 talented individuals and challenged them to compete – who could come up with the best piece of conceptual work (in just two hours) using Creative Cloud?
There was a great atmosphere at the event, made all the more memorable by over 170 delegates in attendance – far more than the original target. In addition, over 3,500 people watched online with over 60% of these engaging with our content for over 30 minutes – a very satisfying statistic for an event of this scale.
event attendees
online viewers