Adobe is renowned for its professional desktop applications for creative expression, but they are often seen as complex and expensive, especially by those with a budding interest in photography.
Our goal was to shift this perception and introduce the free Lightroom mobile app to 18-44-year-olds living in the APAC region, showcasing its ease of use and accessibility.
Research revealed that the audience Adobe needed to influence believed Adobe Lightroom, and by extension, the free Lightroom mobile app, was exclusively designed for professional creatives.
To tackle this myth, we developed the campaign ‘Getting the photo is hard. Making it look good is easy.’
This campaign aimed to broaden the app's appeal from experienced creatives to a wider audience, emphasising its simplicity and user-friendliness.
We partnered with the infamous Instagrammers, Boyfriends of Instagram, to spread our message. The partnership leveraged their humour and relatability to create a satirical content series on Instagram Stories.
This series demonstrated how anyone could use Lightroom Mobile to enhance their photos effortlessly, driving downloads through engaging and culturally-relevant content.
By addressing the misconception head-on and using relatable influencers to communicate our message, we successfully broadened the appeal of Lightroom Mobile, making it accessible to a wider audience and driving significant app downloads.
Research revealed that the audience Adobe needed to influence believed Adobe Lightroom, and by extension, the free Lightroom mobile app, was exclusively designed for professional creatives.
To tackle this myth, we developed the campaign ‘Getting the photo is hard. Making it look good is easy.’
This campaign aimed to broaden the app's appeal from experienced creatives to a wider audience, emphasising its simplicity and user-friendliness.
We partnered with the infamous Instagrammers, Boyfriends of Instagram, to spread our message. The partnership leveraged their humour and relatability to create a satirical content series on Instagram Stories.
This series demonstrated how anyone could use Lightroom Mobile to enhance their photos effortlessly, driving downloads through engaging and culturally-relevant content.
By addressing the misconception head-on and using relatable influencers to communicate our message, we successfully broadened the appeal of Lightroom Mobile, making it accessible to a wider audience and driving significant app downloads.
Research revealed that the audience Adobe needed to influence believed Adobe Lightroom, and by extension, the free Lightroom mobile app, was exclusively designed for professional creatives.
To tackle this myth, we developed the campaign ‘Getting the photo is hard. Making it look good is easy.’
This campaign aimed to broaden the app's appeal from experienced creatives to a wider audience, emphasising its simplicity and user-friendliness.
We partnered with the infamous Instagrammers, Boyfriends of Instagram, to spread our message. The partnership leveraged their humour and relatability to create a satirical content series on Instagram Stories.
This series demonstrated how anyone could use Lightroom Mobile to enhance their photos effortlessly, driving downloads through engaging and culturally-relevant content.
By addressing the misconception head-on and using relatable influencers to communicate our message, we successfully broadened the appeal of Lightroom Mobile, making it accessible to a wider audience and driving significant app downloads.
Research revealed that the audience Adobe needed to influence believed Adobe Lightroom, and by extension, the free Lightroom mobile app, was exclusively designed for professional creatives.
To tackle this myth, we developed the campaign ‘Getting the photo is hard. Making it look good is easy.’
This campaign aimed to broaden the app's appeal from experienced creatives to a wider audience, emphasising its simplicity and user-friendliness.
We partnered with the infamous Instagrammers, Boyfriends of Instagram, to spread our message. The partnership leveraged their humour and relatability to create a satirical content series on Instagram Stories.
This series demonstrated how anyone could use Lightroom Mobile to enhance their photos effortlessly, driving downloads through engaging and culturally-relevant content.
By addressing the misconception head-on and using relatable influencers to communicate our message, we successfully broadened the appeal of Lightroom Mobile, making it accessible to a wider audience and driving significant app downloads.
Research revealed that the audience Adobe needed to influence believed Adobe Lightroom, and by extension, the free Lightroom mobile app, was exclusively designed for professional creatives.
To tackle this myth, we developed the campaign ‘Getting the photo is hard. Making it look good is easy.’
This campaign aimed to broaden the app's appeal from experienced creatives to a wider audience, emphasising its simplicity and user-friendliness.
We partnered with the infamous Instagrammers, Boyfriends of Instagram, to spread our message. The partnership leveraged their humour and relatability to create a satirical content series on Instagram Stories.
This series demonstrated how anyone could use Lightroom Mobile to enhance their photos effortlessly, driving downloads through engaging and culturally-relevant content.
By addressing the misconception head-on and using relatable influencers to communicate our message, we successfully broadened the appeal of Lightroom Mobile, making it accessible to a wider audience and driving significant app downloads.
Research revealed that the audience Adobe needed to influence believed Adobe Lightroom, and by extension, the free Lightroom mobile app, was exclusively designed for professional creatives.
To tackle this myth, we developed the campaign ‘Getting the photo is hard. Making it look good is easy.’
This campaign aimed to broaden the app's appeal from experienced creatives to a wider audience, emphasising its simplicity and user-friendliness.
We partnered with the infamous Instagrammers, Boyfriends of Instagram, to spread our message. The partnership leveraged their humour and relatability to create a satirical content series on Instagram Stories.
This series demonstrated how anyone could use Lightroom Mobile to enhance their photos effortlessly, driving downloads through engaging and culturally-relevant content.
By addressing the misconception head-on and using relatable influencers to communicate our message, we successfully broadened the appeal of Lightroom Mobile, making it accessible to a wider audience and driving significant app downloads.
Research revealed that the audience Adobe needed to influence believed Adobe Lightroom, and by extension, the free Lightroom mobile app, was exclusively designed for professional creatives.
To tackle this myth, we developed the campaign ‘Getting the photo is hard. Making it look good is easy.’
This campaign aimed to broaden the app's appeal from experienced creatives to a wider audience, emphasising its simplicity and user-friendliness.
We partnered with the infamous Instagrammers, Boyfriends of Instagram, to spread our message. The partnership leveraged their humour and relatability to create a satirical content series on Instagram Stories.
This series demonstrated how anyone could use Lightroom Mobile to enhance their photos effortlessly, driving downloads through engaging and culturally-relevant content.
By addressing the misconception head-on and using relatable influencers to communicate our message, we successfully broadened the appeal of Lightroom Mobile, making it accessible to a wider audience and driving significant app downloads.
Research revealed that the audience Adobe needed to influence believed Adobe Lightroom, and by extension, the free Lightroom mobile app, was exclusively designed for professional creatives.
To tackle this myth, we developed the campaign ‘Getting the photo is hard. Making it look good is easy.’
This campaign aimed to broaden the app's appeal from experienced creatives to a wider audience, emphasising its simplicity and user-friendliness.
We partnered with the infamous Instagrammers, Boyfriends of Instagram, to spread our message. The partnership leveraged their humour and relatability to create a satirical content series on Instagram Stories.
This series demonstrated how anyone could use Lightroom Mobile to enhance their photos effortlessly, driving downloads through engaging and culturally-relevant content.
By addressing the misconception head-on and using relatable influencers to communicate our message, we successfully broadened the appeal of Lightroom Mobile, making it accessible to a wider audience and driving significant app downloads.
Research revealed that the audience Adobe needed to influence believed Adobe Lightroom, and by extension, the free Lightroom mobile app, was exclusively designed for professional creatives.
To tackle this myth, we developed the campaign ‘Getting the photo is hard. Making it look good is easy.’
This campaign aimed to broaden the app's appeal from experienced creatives to a wider audience, emphasising its simplicity and user-friendliness.
We partnered with the infamous Instagrammers, Boyfriends of Instagram, to spread our message. The partnership leveraged their humour and relatability to create a satirical content series on Instagram Stories.
This series demonstrated how anyone could use Lightroom Mobile to enhance their photos effortlessly, driving downloads through engaging and culturally-relevant content.
By addressing the misconception head-on and using relatable influencers to communicate our message, we successfully broadened the appeal of Lightroom Mobile, making it accessible to a wider audience and driving significant app downloads.
