Create an Instagram post for Photoshop Express, a mobile editing app for Gen Z content creators, that focuses on the importance of International Women's Day that would increase brand love and authenticity connect with the Gen Z target audience.
Challenge
How do we authentically honor International Women's Day on behalf of a brand without coming across as insincere, performative, or cringe? Things that Gen Z can point out from a mile away.
Insight
Authenticity can’t be fabricated. Gen Z uses both Instagram and Photoshop Express as vehicles for authentic self-expression.
Strategy and Execution
We crafted a post that not only celebrated the resilience and creativity of women but also showcased the boundless possibilities of self expression with Photoshop Express. Our goal was to weave together artistry, empowerment, and technology into a visual narrative that would captivate and inspire our audience on Instagram. In our quest to empower and uplift, we partnered with Alexis Lawson, a visionary creator renowned for her raw authenticity and unwavering spirit. Together, we orchestrated a symphony of poetry and imagery, weaving together the intricate threads of womanhood using the dynamic canvas and app photo editing features of Photoshop Express. Our strategy was rooted in creating not just content, but an immersive journey that resonated with the soul of our audience, inspiring them to embrace their power and express their truth.
Approach
Our journey was not without its challenges. We sought to infuse our creation with an authentic and emotive resonance, capturing the essence of womanhood in all its depth and complexity. Drawing inspiration from the unfiltered authenticity of Gen Z's online narrative, we crafted a narrative that spoke directly to the hearts of young women, celebrating their uniqueness and amplifying their voices. Through a kaleidoscope of emotions and experiences, we aimed to create a tapestry of empowerment that transcended boundaries and sparked a collective celebration of womanhood.
This post was Photoshop Express’s highest performer in March, garnering over 569K plays, 21.8K interactions and an ER of 3.83 percent which was 129% above the Instagram Platform Benchmark of 1.67 percent. Audiences were moved by the heartfelt celebration of Black womanhood, finding solace and inspiration in its authenticity. Comments like "this is beautiful, black power is so incredible and amazing," "I love and adore us ❤️", and "🥹🥹🥹🙌🏾🙌🏾🙌🏾 so amazing 😭🙌🏾🙌🏾" poured in, echoing the sentiment of empowerment and appreciation. In a digital landscape cluttered with content, our post shone as a beacon of empowerment, making our audience feel deeply seen, heard, and valued.
