Technology is changing and evolving the job market at a rate that leaves students' futures unclear - increasing the importance of creative thinking and problem solving in education. Adobe is the perfect classroom partner - they equip educators with tools that help students build essential digital literacy and problem-solving skills, preparing them to communicate their ideas in the classroom and beyond.
Adobe was looking for a way to reach educators directly and turn them into advocates for creativity with Adobe Creative Cloud within their institutions. But how do you reach K-12 educators who are busy keeping up with the day-to-day, in-the-moment needs of their classroom and are less digitally accessible than other audiences? Our social research proved that when educators plan, they turn to Pinterest to discover inspiration and tested resources, making Pinterest the perfect platform for the brand.
Adobe re-launched their Pinterest profile to help provide teachers with real value through inspiration and help at every stage of their teaching journey, using Adobe’s years of expertise in creative thinking and digital tools.
Teachers, no matter their subject or level, have something in common. They care about their students and want to equip and empower them as best they can. But not all teacher’s content needs are the same. Teachers are going on their own journey - some may have an established teaching style, but need tactical skills. While others may find themselves in need of re-crafting their approach to the classroom entirely. Peer-created pins are currently providing for all of these occasions. But while they offer authenticity, they lack trusted expertise and technical skill building.
User behavior on Pinterest is also a little more complex than other platforms. Adobe needed to take into account discovery occasions, visual best practices, the range of teacher needs, and keywords to focus and help inform the launch boards and Pin creative.
Adobe created a collection of six Pinterest boards — Science, Creative Thinking in the Classroom, Elementary School Art, Back to School and Common Core, — with colorful visuals that included patterns, stickers, and classroom imagery to stand out on the platform.
SCIENCE brings creative thinking and expression to biology, chemistry, physics and environmental studies using Adobe Creative Cloud’s digital tools.
CREATIVE THINKING IN THE CLASSROOM provides inspiration on creative thinking in the classroom and real teacher reviews of Adobe Creative Cloud.
EARTH DAY features inspiration and ideas for Earth Day lessons and activities using Adobe Cloud.
ELEMENTARY SCHOOL ART includes fun and easy ways to use Adobe Creative Cloud digital tools for adding unexpected creativity to elementary school art projects.
BACK TO SCHOOL is filled with Back to School inspiration and new ideas for elementary, middle and high school to make 2019 the best yet using Adobe Creative Cloud.
COMMON CORE includes lesson plans that enable teachers to apply digital tools and creativity to Common Core and NGSS - aligned general education classes utilizing the Adobe Creative Cloud.
Within the first 4 months of the relaunch, the brand:
Generated 10.44 million impressions (average monthly growth of +4000%)
Inspired a total audience of 4.56 million educators (average monthly growth of 3000%)
Achieved 118.85K engagements (average monthly growth of +1000%)
x10 higher engaged audience
Drove over 18,000 link clicks to the Adobe Education Exchange website (growth of +2000%)
We also improved the design of Pins, which had part in increased traffic to the Adobe Education Exchange website from the platform. The launch boards were such a success, that Adobe continues to include the platform in their always-on marketing plans.
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