2024

NYX Awards - 2024 Grand Winner Winner

Adobe Photoshop Express x kvell collective

Entrant Company

kvell collective

Category

Content Marketing - Social Media Content - Instagram

Client's Name

Adobe Photoshop Express

Country / Region

United States

Experience Level

Agency

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.

Credits

Co-Founder & Chief Creative Officer / kvell collective
Dalit Saad
Co-Founder & Head of New Partnerships / kvell collective
Adam Rosenberg
SVP of Accounts / kvell collective
Kelli-Rae Coughlin
Senior Account Director / kvell collective
Lauren Wooten
Sr. Producer / kvell collective
Chad Bowling
Producer / kvell collective
Emily Ballmaier
Associate Creative Director / kvell collective
Maddie Glenski
Art Director / kvell collective
Stefanie Drinkwater
Creative Strategist / kvell collective
Akosua Asare
Associate Strategy Director / kvell collective
Kevin Miner
Creative Researcher / kvell collective
Daniel Rosenberg
Partnerships & Operations Manager / kvell collective
Dala Encinas
Product Marketing Manager / Adobe Photoshop Express
Rebekah Roberson
2024
Video
NYX Awards 2024 Winner - Innovation Diwan 2023
grand
winner

Entrant Company

Albrand

Category

Video - Nonprofit

Country / Region

Saudi Arabia

2024
Video
NYX Awards 2024 Winner - New World: Rise of the Angry Earth
grand
winner

Entrant Company

Layer

Category

Video - Cinematography

Country / Region

United States

2024
Video
NYX Awards 2024 Winner - OlliOlli World: Void Riders
grand
winner
Private Division

Entrant Company

Layer

Category

Video - Trailers

Country / Region

United States

2024
Video
NYX Awards 2024 Winner - Always Ready Slot Car Grand Prix
grand
winner
Scuderia Ferrari and HARMAN Automotive

Entrant Company

Huemen Design

Category

Video - Automotive

Country / Region

United States