Adobe: Adobe Stock Apparel [video]

Credits & Description:

Agency: Abby Priest Stockholm, Sweden
Client: Adobe Nordic
Product: Adobe Stock Is A New Stock Photo Agency.
Entrant: Abby Priest Stockholm, Sweden
Title: Adobe Stock Apparel
Product/Service: Adobe Stock Is A New Stock Photo Agency.
Idea Creation: Abby Priest Stockholm, Sweden
Pr: Abby Priest Stockholm, Sweden
Creative Director: Oskar Hellqvist (Abby Priest)
Copywriter: Håkan Nyberg (Abby Priest)
Account Director: Sofie Gustafsson (Abby Priest)
Account Director: Niklas Crona (Abby Priest)
Production Manager: Anna Fares (Abby Priest)
Production Manager: Pia Roos (Abby Priest)
Stylist: Maria Barsoum (Freelancer)
Photographer: Oskar Gyllenswärd (Freelancer)
Client Director: Andreas Morne (Abby Priest)
Website URL: https://spark.adobe.com/page/H...
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.
Creative Execution
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, in a designed cardboard box, as well as spreading digital images of the look book through social media and in Adobe’s own channels.
The design touch points was to put an ordinary t-shirt with a stock photo motif, in a designed, fashion context.
Timeline
2016-05-31 – 2016-09-30
Scale
The campaign was first implemented in the Nordics and then carried out globally. Both via Direct Marketing and PR.
Indication of how successful the outcome was in the market
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.
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.