Adobe.
A campaign brief asking how Adobe could build lasting connections with small businesses for years to come. The brief was right about the goal and wrong about the audience. The work started with that pivot.
Small businesses didn't know what Adobe was for. They were content with the tools they already had, and Adobe's messaging wasn't telling them anything that changed that. Only 13% of SMB owners were using Adobe products.
The audience Adobe needed wasn't traditional small business owners. It was solopreneurs. Gen Z creators running entire businesses solo, fluent in storytelling, hungry for tools that match the way they actually work.
How does Adobe gain relevance with people who run their entire business themselves?
Strike small businesses. Replace with solopreneurs.
A repositioning that narrows the target instead of broadening it. Solopreneurs are 99.9% of US businesses, and they're a different psychographic from the audience Adobe was targeting. Nimble, innovative storytellers producing top-of-the-line visual content from a phone.
The campaign concept Adobe is _______ #howdoyouadobe reframes the brand as a creative collaborator that adapts to whoever's holding it. From kindergarteners to Bretman Rock to Billie Eilish, the campaign made the same point: Adobe is whatever you need it to be.
Adobe is _______.
