The Adobe Acrobat Studio Campaign was driven by the core idea to reposition Acrobat, which is historically known as a productivity tool, as a modern, AI‑powered hub for insights, creativity, and workflow management by leveraging modern authentic voices alongside product innovation. To achieve this, we partnered with a diverse roster of creators and influencers. This included a range of luminaries like Corporate Natalie, Ryan Serhant, Leenda Dong, HappyKelli and 30+ others, who would display real‑world use cases of Acrobat Studio’s dynamic features like PDF Spaces, AI Assistants, and integrated Adobe Express content creation tools.
By embedding influencers into the product narrative with customized workflows (for example, Ryan Serhant’s Sell Anything with Ryan Serhant PDF Space), we aimed to expand Acrobat Studio’s appeal across audiences, and achieve multi‑platform reach and engagement on social channels. Influencers showcased how Studio enhances productivity, personalization, and creative output, bringing Acrobat’s utility to life in engaging, relatable contexts.
The goals were to:
This approach positioned Acrobat Studio not just as a tool, but as a creative partner in people’s workflows — fundamentally shifting perception among audiences who might otherwise overlook traditional productivity software.
To bring this campaign to life, we developed a multi‑platform influencer strategy anchored in authentic product experiences rather than generic endorsements. First, cross‑functional strategic planning aligned product, social, and influencer teams around a unified narrative: Acrobat Studio empowers users to innovate, organize, and create from within their documents using its AI‑powered workspace and creative tools.
A cornerstone of execution was seeding custom PDF Spaces — unique, personalized Acrobat Studio environments that showcased how creators could integrate the product into their actual workflows. For example, influencer Ryan Serhant launched Sell Anything with Ryan Serhant, a PDF Space featuring his own curated content and sales strategies to help followers apply Acrobat Studio features in practical business contexts.
Each influencer activation was platform‑optimized:
Creators were briefed with strategic frameworks but given creative freedom to present Studio in ways that resonated with their audiences, from business productivity hacks to creative project workflows. This generated organic, authentic engagement without scripting every moment.
Challenges included coordinating creative output across dozens of contributors and ensuring message consistency while preserving each creator’s unique voice. To address this, we provided foundational messaging assets and on‑platform support, aligned campaign timing with product releases, and maintained ongoing dialogue with creators throughout execution.
What makes this campaign unique is its blend of product education and entertainer‑level engagement, leveraging high‑impact social formats and voices with genuine experiences to surface product utility in unexpected, memorable ways.
The Acrobat Studio influencer campaign exceeded all primary performance benchmarks, delivering exceptional engagement, reach, and positive audience sentiment across platforms.
Within the initial 30-day measurement window, the campaign generated 68.2 million total interactions, surpassing the target of 58.5 million by +116%, with momentum continuing to 77.2 million interactions by the end of FY25. Engagement quality was equally strong, with 1.2 million engaged interactions, reaching 97% of the 1.3 million KPI target within the first 30 days.
The audience response was overwhelmingly favorable. Sentiment analysis showed 91% positive-neutral sentiment, supported by 1.9K positive-neutral comments across owned content. Notably, this campaign delivered 70% more positive-neutral comments than comparable GenAI campaigns and generated the highest volume of owned comments for any Adobe Acrobat campaign to date, signaling deep audience resonance rather than passive reach.
Influencer content demonstred the effectiveness of creator-led storytelling and personalized PDF Spaces through the strong engagement on their respective pages. Ryan Serhant’s custom PDF Space was a standout, delivering high engagement across Instagram and Facebook with strong comment activity and share behavior.
Crucially, engagement translated into action. The campaign drove a measurable lift in product page traffic and trial sign-ups, with conversion events during campaign windows outperforming historical baselines for similar product launches.
Overall, the campaign successfully repositioned Acrobat Studio from a traditional productivity tool to a modern, intelligent, and creative workflow platform. The results validated the power of pairing authentic influencer voices with product education and now serve as a strategic blueprint for future Adobe Document Cloud influencer initiatives.
