creative services
do things that change things

Adobe

BOYFRIENDS OF INSTAGRAM:
THE UNSUNG heroes
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for brands on a mission
what we needed to change

Get 18-44 year olds living in the APAC region to download the free Lightroom mobile app.

how we changed it

Research revealed the target demographic believed Adobe Lightroom, and by extension the free Lightroom mobile app, was exclusively designed for creatives. We tackled this myth head-on, creating the campaign ‘Getting the photo is hard. Making it look good is easy’, broadening appeal from experienced creatives to everyone. We spread this message through a partnership with infamous Australian-based Instagrammers, Boyfriends of Instagram, aiming to drive downloads via Instagram Stories through a satirical content series.

the impact

40K+

App installations

$0.07

Cost Per Click of just $0.07

22%

Click to install conversion rate of 22%

$0.31

Cost Per Install of just $0.31

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