THE LOST TYPOGRAPHY OF BAUHAUS
Title | THE LOST TYPOGRAPHY OF BAUHAUS |
Brand | ADOBE |
Product/Service | ADOBE TYPEKIT |
Category |
A10. B2B |
Entrant
|
ABBY PRIEST Stockholm, SWEDEN
|
Idea Creation
|
ABBY PRIEST Stockholm, SWEDEN
|
Production
|
SWIM CLUB Stockholm, SWEDEN
|
Credits
Andreas Morne |
Abby Priest |
Client Service Director |
pontus widell |
Abby Priest |
Creative |
Anders Hellström |
Abby Priest |
Creative |
Oskar Hellqvist |
Abby Priest |
Creative Director |
Cecilia Höglund |
Abby Priest |
Account Manager |
AJ Joseph |
Adobe |
Executive Creative Sr. Director |
Sabina Strasser |
Adobe |
Sr. Group Manager Brand Marketing EMEA |
Dan Cowles |
Adobe |
Sr. Creative Director, Video Studio |
Doug Beach |
Adobe |
Sr. Creative Director |
Daniel Vargas Díaz |
Adobe |
Creative Director, EMEA |
Sara O Dea |
Adobe |
Art Director |
Beth Lovett |
Adobe |
Group Manager, Creative Cloud Campaign Marketing |
Gwen Meyer |
Adobe |
Manager, Campaign Marketing, Design |
Katja Dollinger |
Adobe |
Group Mktg Mgr Consumer & SMB, Germany |
Natalia Lopez-Beswick |
Adobe |
EMEA Campaign Manager |
Erik Spiekermann |
P98A |
Lead Typographer |
Luca Pelligrini |
Freelance |
Typographer |
Flavia Zimbardi |
Freelance |
Typographer |
Hidetaka Yamasaki |
Freelance |
Typographer |
Elia Preuss |
Freelance |
Typographer |
Celine Hurka |
Freelance |
Typographer |
Background
Adobe Typekit is a online service which offers a subscription library of high-quality fonts. The service is integrated in all Adobe Creative Cloud apps, such as Photoshop, Indesign and Illustrator.
In summer 2018 Adobe wanted to inspire a new generation of creatives to design using typography. A campaign with the aim to increase the usage of Adobe Typekit amongst creative professionals and enhance Adobe’s brand vision of ’thought leadership in creativity’.
Describe the strategy
User data from Adobe Creative Cloud showed that the trial rate of Adobe Typekit, amongst potential customers and existing Creative Cloud customers, was low in comparison to other products.
To get our target audience, creative professionals, to favor our service and fonts over the competition we needed to create something truly unique and engaging – beyond the technology and software.
Our solution was to provide the professional creative community with unique assets, restored from the iconic design institute Bauhaus exclusively in Adobe Typekit. To increase brand affinity we targeted our audience with a multi-channel strategy, activating and inspiring them to experience the power and creativity built in to Typekit and the Adobe brand.
Describe the execution
In 1932 the Nazis shut down the iconic design institute Bauhaus and many potential design classics were left behind unfinished. Together with the Bauhaus foundation we turned sparse typographical sketches from the Bauhaus archives into five complete typefaces. Giving what was initiated by the Bauhaus masters almost a century ago new life in the hands of a new generation of designers.
The project launched with an online campaign, spanning from June 15 – August 3, where the typefaces were spread globally through social media and a campaign site.
The typefaces were made available for download through Typekit.com and directly within Adobe’s apps (i.e Photoshop, Illustrator and InDesign)
The campaign was activated through a series of competitions on Instagram with the challenge to design using the fonts. Further, we inspired our audience through influencer collaborations, online seminars, social videos, Youtube tutorials and a short online documentary about the project.
List the results
Primary KPI
Target: 10 000 font downloads.
Result: 407 000 font downloads. Exceeding target by 3970%.
Secondary KPI:s
Target: 500 competition submissions
Result: over 2000 competition submissions . Exceeding target by 305%.
Target: 25 articles in relevant target media.
Result: 162 articles in relevant target media. Exceeding target by 548%.
(Gross reach estimation of the articles exceeds 800 million potential impressions. The overall sentiment was positive, with most articles mentioning the launch of fonts and the call-to-action on how to download them.)
Additional Results
15 600 organic social posts generating 147 million potential impressions
1.3 million social media engagements (likes & comments)
297 000 unique visitors on campaign site