Title	ADOBE STOCK APPAREL
Brand	ADOBE NORDIC
Product/Service	ADOBE STOCK IS A NEW STOCK PHOTO AGENCY.
Category	C01. Use of Digital Platforms
Entrant	ABBY PRIEST Stockholm, SWEDEN
Idea Creation	ABBY PRIEST Stockholm, SWEDEN
PR	ABBY PRIEST Stockholm, SWEDEN

Name	Company	Position
Oskar Hellqvist	Abby Priest	Creative Director
Håkan Nyberg	Abby Priest	Copywriter
Sofie Gustafsson	Abby Priest	Account Director
Niklas Crona	Abby Priest	Account Director
Andreas Morne	Abby Priest	Client Director
Anna Fares	Abby Priest	Production Manager
Pia Roos	Abby Priest	Production Manager
Maria Barsoum	Freelancer	Stylist
Oskar Gyllenswärd	Freelancer	Photographer

The Campaign

The creative idea was to put the most used cliché photos creative professionals love to hate and put them in a fashion context. The result was a clothing collection – Adobe Stock Apparel SS16. By taking advantage of the biggest perceived weakness among stock photos – i.e the cliché photos creative professionals love to hate, we created a clothing collection – Adobe Stock Apparel SS16 where we put the cliché photos in a fashion context. This resulted in an integrated campaign where clothing items and lookbooks were sent to our target group, selected journalists and influencers. Images of the clothing line were spread through social media and in Adobe’s own channels.

Campaign Success

Implementation We created a clothing collection consisting of T-shirts and Sweatshirts – Adobe Stock Apparel SS16, where the practical argument for Adobe Stock was printed on the T-shirts washing label. A professional fashion photographer shot the collection where the models wearing the items were professionally styled. The collection images were turned into a fashion look book. We sent items of the clothing collection along with the look book to relevant journalists and influencers, as well as spreading digital images of the look book through social media and in Adobe’s own channels. Timeline 2016-05-31 – 2016-09-30 Placement Carried out both via Direct Marketing and PR/social. Scale The campaign was first implemented in the Nordics and then carried out globally.

Describe the success of the promotion with both client and consumer including some quantifiable results

Sales objectives: Achieve a conversion rate (booked meetings) of 10%. Result: Conversion (booked sales meetings in relation to companies contacted) totaled 42%. Sales target exceeded by 320%. PR objectives reach: 10 000 000 gross range globally Result: Total gross range amounted to 720,000,000. Target exceeded by 7100%. PR objectives insertions: 30 editorial articles in 10 countries? Result: Number of editorial articles: 131 in 33 countries. Target exceeded by 336% respective 230%. Social media objectives: 5 000 000 impressions Result: 81,000,000 impressions. Target exceeded by 1520%. Worth noting: No purchased media was used in the campaign. The total PR value amounted to $9,9, which provides an effect of around 102 x invested capital.

Explain why the method of promotion was most relevant to the product or service

The creative strategy behind Adobe Stock Apparel was to design an idea where consumer engagement and participation were the key fundaments to leverage on the primary KPI, i.e Reach. By tapping into a fashion context with Adobe Stock, a brand normally not associated with fashion we triggered consumer involvement and set the wheels in motion in order for consumers to discuss, debate and thereby promote the campaign. And since there was no budget for bought media organic spread and consumer participation was crucial in order to meet the communication objectives.

The strategy was to utilize the biggest perceived weaknesses of stock photo agencies and use them to our advantage. We combined two extremes in order to act unconventional in the stock photo agency category. The target audience was the community of creative professionals and the target media was creative online magazines and portals such as Adweek, Creativity Online, Mashable etc. but also to reach fashion oriented plattforms and magazines. We identified journalists and influencers relevant for the community to whom we sent items of the clothing collection as well as the lookbook and campaign images. To make sure that Adobe as a brand and the benefits of Adobe Stock would come across in all contexts we named the collection: Adobe Stock Apparel SS16, and made sure that the practical arguments for using Adobes Stock was integrated in to the clothes by putting them on the washing labels.