Adobe Premiere Pro & Premiere Rush:
Engaging Content Creators Through an Interactive Challenge
The Challenge
Adobe wanted to encourage a new group of creators to start using Adobe Premiere Pro or Premiere Rush for video editing. The goal was to drive social engagement by getting creators to showcase their editing process in a fun and interactive way—while tagging Adobe on social media..
The Strategy
We designed a unique and shareable creator challenge to spark engagement:
Mystery Creator Box – We sent 40 selected creators an exclusive Adobe-branded box filled with unexpected and creative props (think crystals and prisms).
Creative Editing Challenge – Each influencer was tasked with using at least one item from the box to create a short, engaging video edited with Adobe Premiere Pro or Premiere Rush.
Social Media Integration – Participants had one week to post their videos on Instagram (Stories, Reels, or Feed) while tagging @AdobeVideo and using #AdobeChallenge.
Exclusive Incentives – As a reward for their participation, creators received a free year of Adobe Creative Cloud to continue using Adobe’s tools.
The Results
34 out of 40 creators participated – A strong completion rate.
193 social posts – Over 5x the number of participants and 17x the posting requirement.
11.9M Reach – Organic audience reach exceeded expectations.
29.9M Impressions – High visibility across creator platforms.
25.7M Combined Followers – Expanding Adobe’s brand exposure.
Increased Social Engagement – @AdobeVideo saw a significant and sustained spike in engagement well beyond the activation period.
The Impact
This campaign proved that by gamifying content creation and leveraging influencer creativity, Adobe was able to drive excitement, engagement, and platform adoption in a fresh, organic way. The success of this activation reinforced the power of creator-driven marketing to increase brand awareness and encourage product adoption.