Maria Poveromo, Vice President of Global Communications, Adobe
Photoshop's 25th anniversary was a major milestone that gave Adobe an opportunity to celebrate its creative heritage and promote the latest software advancements to inspire a new generation of creatives. Maria tasked her team with reaching current design and photography professionals as well as the millennial audience through an integrated campaign, including: a paid segment in the Jimmy Kimmel Live! monologue the eve of the actual anniversary, traditional media outreach, a Reddit “Ask Me Anything,” and the launch of the Photoshop Instagram channel. The campaign resulted in more than 3.5 million TV and YouTube views of the Jimmy Kimmel Live! segment and more than 600,000 engagements on Jimmy Kimmel Twitter and Facebook channels; more than 160 earned media stories, including articles in the New York Times, Quartz and AdWeek; 7,000 participants in the Reddit “AMA”; and more than 60,000 Instagram followers to date. The Photoshop Instagram channel continues to celebrate the anniversary through a year-long campaign featuring 25 of the most creative artists around the world, all under the age of 25. Within the first month, the program drove more than 10,000 new Instagram followers and 234,000 engagements and 3,800 submissions for the program.