Lightroom Mobile-7
Submitted by TRIBEAgency IPI Score 32/100

Adobe Lightroom Mobile #ShineThisSummerUK Competition

Influencer Marketing

TRIBE ran an influencer competition for Adobe Lightroom Mobile, asking creators to show summer photo edits and drive entries to #ShineThisSummerUK, reporting 27.2K likes and comments.

2.32%Engagement Rate
27.2KLikes & Comments
1.2MCombined Followers

Case in 60 seconds

Adobe needed to show how easy it is to enhance summer pictures in the Lightroom App, which meant getting people to download and try an editing tool rather than simply read about what it does.

The campaign turns on demonstration rather than description, because a follower who sees a creator's own summer picture edited in the app can judge the result directly, and the brief frames ease of use as the whole message.

TRIBE built the work around a competition, #ShineThisSummerUK, so that creators showing their own edited summer pictures also gave followers a reason to download the app, edit a picture and enter for an HP pocket photo printer.

TRIBE reports 31 creator posts, each submitting an edited picture and mentioning the competition, while the brief asked creators to encourage followers to download the Lightroom App, edit their own picture and enter using #ShineThisSummerUK.

TRIBE reports 2.32% engagement and 27,166 likes and comments across a combined following of 1,168,738, while the sample comments it prints show followers saying they would give the app a try.

Strategy Breakdown

Followers of the participating creators who take summer pictures, invited to download the Lightroom App, edit their own pics and enter the competition.
Adobe sits behind the creator's picture as the tool that made the edit rather than as the subject of the post, so the edit carries the product message and the competition carries the call to download.
Followers are asked to repeat what the creator did, downloading the app, editing a picture and posting it, because trying the app on their own picture is the quickest way to see the ease the brief describes.

Creative & Execution System

Partners

  • TRIBE

Participation mechanic

  • Followers were asked to download the Lightroom App, edit a summer picture and enter the competition using #ShineThisSummerUK for a chance to win an HP pocket photo printer.

Results & Evidence

MetricValue
Engagement Rate2.32% engagement
Likes & Comments27.2K likes & comments
Combined Followers1.2M combined followers
Creator Posts31 creator posts

Why TRIBE's strategy worked

  1. 1

    Pairing a creator's own edited picture with a competition entry route turns a demonstration into a trial, because the follower has to download and use the app to take part rather than only watch.

  2. 2

    Comments in which followers say they will try the app record stated interest rather than adoption, so a campaign built to drive downloads needs a download or entry count before its effect on use can be judged.

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