Adobe Photoshop Express x kvell collective

OBJECTIVE

Adobe Photoshop Express is a photo editing app for social that needed help with its own social presence. Their ask to us was clear: How can Photoshop Express become the go-to editing mobile editing app for next gen creators on Instagram?

Before we could answer this question, we had to be honest with ourselves about our audience. We know that next gen creators are still honing their creative stylings, but we also know they don’t care about what capital “B” brands have to say on the subject of creativity. When it comes to creative expression, they seek guidance and inspiration from friends and other creators, but never from a corporation.

RESULTS

We positioned Adobe Photoshop Express as a creator for creators and built a community along the way, bringing Adobe Photoshop Express to new heights of success on Instagram with 80% follower growth in just one year. We reached an impressive 31M accounts globally across 66 boosted posts, with an average interaction rate of 2.6%. The newfound global efforts and presence on Instagram left its footprint on the app as well, helping drive 6 million more downloads in 2023 than the previous year.

The impact was clear: a surge in followers, a boost in meaningful engagement, and a newfound sense of community. Quantitative growth is exciting, but our true purpose to be a creator for creators in need of direction and inspiration is what motivates all that we do. To be there for people like @hyphygrandma who recently commented “I needed this ♡ I’ve been feeling so out of touch with my creative energy recently” perfectly encapsulates our mission. As Adobe Photoshop Express continues to emerge as a leading force for creativity amongst Gen Z and Gen Alpha (gasp!), we showcased that with the right strategy and implementation, Instagram can still serve as a launchpad for community and connection for younger generations.