For many, the summer of 2018 evokes memories of long, hot days. For Adobe Photoshop Lightroom CC fans it’ll be remembered for cool images, too. Through a combination of Instagram influencing, high quality video content and a lively landing page, we created a campaign of inspirational films and educational tutorials encouraging amateur photographers to get the best out of Adobe creative tools – and produce pro quality pictures of their own.
The campaign was an extension of our previously successful work with the Lightroom Stories campaign which inspires amateur photographers to use Lightroom CC by showing how people they admire and follow on social media use it as a critical part of their own image creation process. The challenge for the new work was engaging the audience over the summer – when they’re out and about and not glued to a screen.
The solution was this ‘Share your Summer’ campaign. A combination of inspiring online films focused on key influencers, follow-up tutorials executed by the photographers themselves, and an opportunity for the audience to then post their own before and after shots on Instagram for a weekly chance to win a free drone and a photography plan subscription for a year.
The campaign achieved over 2,980 entries in the contest with a 2.3M social reach. Whilst 45,000 visits were made per week to the webpage.