The longer version: We were challenged by Adobe to build more emotional connections and increase their Gen Z following across social channels, but there were several barriers: the speed of internet culture, the slowness of a company Adobe’s size, the ability for Gen Z to sniff out marketing from a mile away. Our solution was to build a nimble Newsroom team-of-teams collaborating digitally to rapidly generate ideas and turn them into content at a moment’s notice.
The structure allowed us to be nimble in producing content and able to cast a wide net to uncover the most engaging trends. Maximum creativity in a minimum amount of time. We split focus between creating short-term responses (a week or less) and in-the-moment responses (day-of), all supplemented by Adobe’s existing long-term and series-based content. Working this way allowed us to jump on trends as they appeared while still keeping production flowing on content that required more planning.
The team-of-teams included a Gen Z brain trust that worked hand-in-hand with strategy, account, creative oversight, and a client team. By creating a transparent way of working we were able to get lots of content in front of Adobe and out to the world in a very short timeframe. And because the content was crafted by the community, for the community, the authenticity was felt and the audience responded with follows, likes, and comments.
The shift in strategy allowed Adobe to become even more a part of the cultural zeitgeist and develop content that resonated deeply with their audience. In just the first ten weeks of running the program, we produced 61 pieces of timely content which gathered over 102K likes. The top 20 posts from the campaign generated a combined 2.4M+ impressions, and followers went up by over 55K on Instagram and 15.5K on Twitter.