Create an Instagram post for Photoshop Express, a mobile editing app for Gen Z content creators, that focuses on the importance of Juneteenth that would increase brand love and authenticity connect with the Gen Z target audience.
Authenticity can’t be fabricated. Gen Z uses both Instagram and Photoshop Express as vehicles for authentic self-expression. Instead of asking a creator to rattle off a script that we wrote or create a skit based on one of our own ideas, we gave the creator full creative freedom to be as authentic to their voice as possible and tell their story visually with Photoshop Express’ collage and editing tools. We partnered with creator @imyagirleva to share the powerful message that Juneteenth is a day about reclaiming generational rest.
Results: Our Juneteenth Instagram reel earned over 469K plays, 34K interactions, and an ER of 7.3%. Juneteenth is a day of observance and reflection, and our audience showed love for Eva’s message to exercise your freedom to take care of yourself in honor of your ancestors who couldn’t. Some of our favorite comments included: "What a beautiful form of ancestral veneration as Juneteenth comes up💜💜💜" and "Yes to taking back the rest our ancestors were denied 💜".
Impact: This wasn't just content, it was a cultural moment. 'Juneteenth' didn't ride on metrics alone; it transformed Eva into more than a creator, she became a torchbearer of cultural acknowledgment and celebration. By tapping into native and authentic storytelling, Photoshop Express was able to further resonate with the Gen Z target audience and solidify its place at the forefront of culture.
Conclusion: 'Juneteenth' isn't a post; it's an anthem. It stands tall as a testament to the power of authentic storytelling on Instagram. It's not just a celebration; it's a connection, etching a resonant chord with our audience. The brand was a purposeful conduit that allowed the creator to express themselves using the digital collage features in the app.
