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Submitted by Digital Voices

Adobe Firefly Photoshop Creator Campaign

Influencer Marketing

Digital Voices ran a UK influencer campaign for Adobe Firefly across Instagram, YouTube, TikTok and Twitch, and the agency reports 32M impressions from 21 creators.

32MImpressions
425KEngagements
+158%Uplift
7%Engagement Rate

Case in 60 seconds

Adobe needed awareness and excitement around Adobe Firefly and its generative AI features on Photoshop and the standalone web app, while the audience ranged from people new to Creative Cloud to people already fluent in its tools.

A generative AI feature is easier to believe when it is shown inside a creator's existing craft rather than in isolation, because gaming, fashion and photo editing audiences judge a tool by what it does for work they already follow.

Digital Voices framed Firefly as a tool with a wide range of use cases, so the campaign paired creators new to Creative Cloud with experienced users and kept Photoshop as the focal point throughout.

Digital Voices worked with 21 micro to macro creators on Instagram, YouTube, TikTok and Twitch, who showed Adobe Firefly in gaming streams, fashion and street style, and photo editing, with Photoshop as the focal point.

Digital Voices reports 32 million impressions, 869.7% above its own prediction, and 425k engagements, 158% above its prediction, with an overall engagement rate of 7% across the campaign.

Strategy Breakdown

People newer to Creative Cloud as well as people already familiar with its tools, including Photoshop, reached through gaming, fashion and street style, and photo editing creators.
Generative AI features inside established creative software have to reach both newcomers and experienced users, so the page describes a roster split between creators newer to Creative Cloud and those familiar with the tools.
Adobe Firefly is positioned as a capability inside Photoshop and a standalone web app, and the page keeps Photoshop as the focal point so the new features sit within a tool the audience already recognises.

Creative & Execution System

Assets & channels

  • Instagram
  • YouTube
  • TikTok
  • Twitch

Partners

  • Digital Voices

Results & Evidence

MetricValue
Impressions32M impressions
Impressions vs Forecast869.7% increase
Engagements425K engagements
Uplift on Engagement Forecast158% increase
Engagement Rate7%
Creators21 creators

Why Digital Voices' strategy worked

  1. 1

    Casting creators who are new to a software suite alongside practised users lets one launch speak to both first contact and expert depth, because each group sees the tool demonstrated at its own level.

  2. 2

    A product with many applications can be spread across unrelated verticals such as gaming streams and street style, which carries the same feature to separate audiences rather than repeating one demonstration.

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