How Adobe used Influencer Marketing to experiment with tech and tap into new communities
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How Adobe used Influencer Marketing to experiment with tech and tap into new communities

Neve Fear-Smith
Neve Fear-Smith

Adobe is killing it with its Influencer Marketing activity, and that may well be because Digital Voices is one of the brand’s chosen agency partners!

As an agency, we have a strong partnership mentality. We are very selective with the brands we work with, and once we build a partnership, you can’t get rid of us! 

We knew that Adobe was the perfect fit for us, because of the brand's interest in exploring new tech, experimenting with cross-platform activations, and tapping into creators’ communities.

So far this year, we have completed 8 creative, innovative, and unique campaigns with Adobe, and there’s a lot more where that came from… 

Check out the highlights from the campaigns we have worked on so far!

Digital Edge Awards

The aim of the campaign was to amplify awareness of the 2023 Adobe Digital Edge Awards amongst the student community via Influencer-marketing-based placements. Influencers were briefed to encourage their audiences to enter the awards by using Creative Cloud and the All Apps Student Plan, whilst creating their own entry. 

We partnered with 16 mid-macro-sized influencers who were either students themselves or had an artistic passion, for Instagram and TikTok. Each creator produced a pillar piece of content on Instagram Reels OR TikTok, with supporting Instagram Stories. The pillar piece of content was utilized to raise awareness of the Digital Edge Awards, while the stories served to extend awareness and drive conversions measured via trackable links.

The results:
  • 5.4 million content views
  • 22.1 million paid impressions
  • 168.5k engagements (likes, comments, etc.)
Adobe Express – Oxford Street

In partnership with Enterprise Nation, Adobe gave small businesses the opportunity to take their products to Europe’s busiest shopping destination - Oxford Street, London and utilised influencers to help spread the message and encourage attendance. We partnered with 8 influencers on Instagram and TikTok, who were either small business owners themselves or creators known for their 'come with me' style content on these platforms. Each creator visited the pop-up and produced one video as a pillar piece of content. They also created supporting Instagram Stories which consisted of teasing the pop-up, highlighting the pop-up store and Adobe Express.

The results: 
  • 514,651 content impressions
  • 6548 engagements (likes, comments, etc.)
  • 100% positive brand sentiment
D&AD New Blood Festival

In July, we took 8 TikTokers to the D&AD New Blood Festival to document their time at the festival and highlight Adobe as the main partner. 

The New Blood Festival focuses on creatives and students within this industry kickstarting their careers. Due to this, we worked with primarily student creators (either lifestyle or Creatives themselves) to attend the festival and create a ‘come with me’ style TikTok to be uploaded on the same day, encouraging their audiences to attend. These same creators then supported the launch of Adobe Express’ new features with a further TikTok, with a handful of creators including paid amplification to boost reach.

The results:
  •  Over 5.5M impressions
  • 154,000 engagements (likes, comments, etc.)
  • 6.13% engagement rate
Adobe Express - Beta

To celebrate the launch of Adobe Express (beta) and its very exciting Generative AI updates, we worked with 10 content creators to produce Instagram Reels, with supporting Instagram Stories. The content was created in an edutainment style to educate and entertain their audiences on Adobe Express as a whole while highlighting the Beta features and drumming up some excitement for the new releases. 

The aim was to encourage their audiences to try out and ‘join the beta’ on desktop for themselves. All the content pieces were highly creative and naturally integrated the new features. We had content live every week throughout June, starting with Instagram Stories, followed by all creators (bar one) creating an Instagram Reel. We worked on a re-sponsor basis with students, Creative Professionals , and Small Business creators who we’d previously worked with on Adobe Express content to continue a natural storytelling content piece.

The results: 
  • 990,571 content impressions
  • 19,356 engagements (likes, comments, etc.)
  • 2.19% engagement rate

It’s been a brilliant year achieving amazing results with Adobe.

We’re excited to be working on more campaigns together, further exploring the creative capabilities of AI and tapping into creative communities across multiple social platforms. 

Want to learn more about the creative concepts we can implement to enhance your influencer strategy? Drop us a line at

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