The Adobe Lightroom team wanted to celebrate the release of Lightroom 4 with a campaign celebrating travel photography and capitalizing on the new Lightroom 4 features geared towards travel photographers. The team launched “Around the World with Lightroom" – a travel photography contest offering a grand prize photo expedition to Chiang Mai, Thailand with world-renowned photographer and photojournalist Steve McCurry. Primary objectives included inspiring and celebrating community members, driving engagement and awareness around release features and increasing positive association and brand favorability. This campaign stands out because it leveraged a Facebook application to create global excitement around a new product, provided tangible applications of the features and strengthened the relationship between the Lightroom team and their customers. Creativity: The Lightroom Travel Contest’s success was due in part to leveraging the community’s universal passion for travel photography, which includes many different destinations and styles. The community was incentivized to submit to the contest them with a trip to an exotic destination, Chiang Mai, Thailand, with one of the world’s most respected portrait photographers, Steve McCurry. Launched in July 2012, the campaign undertook a robust content strategy across owned social properties, to stimulate engagement with Lightroom 4 among the travel photography community. The team developed a custom application hosted on the Lightroom’s Facebook page, which served as the program hub to inform Lightroom fans about the contest and prizing, capture submissions, and display a gallery of submitted images. Innovation: During a 6-week campaign, the Lightroom team offered photographers a unique, tangible way to engage with the product. Central to the campaign was a series of travel-themed videos and innovative demonstrations of features like the Map module, which allows users to collectively chart their photographs on a single map. Video descriptions encouraged viewers to submit their travel photographs to the contest. A series of spotlight blog posts from the Lightroom team highlighted their respective travel stories and photographs, offering a more personal connection between the Lightroom team and their customers. Effectiveness: Overall, “Around the World with Lightroom" drove engagement and positive association with the Lightroom brand. In addition, the Facebook application directly drove business value by linking to Adobe.com with a “Try Now" directive guiding the contest participants to try this latest version of Lightroom 4 for free for 30 days. As an added benefit, the winner of the contest chronicled her trip to Chiang Mai, sharing her experiences with the Lightroom community in a blog post upon her return. The Facebook application garnered 3,749 photo submissions, with 147,968 photo views of the submission gallery, with an average visit duration of 1:58 minutes. The Lightroom Travel video series resulted in 54,490 views on YouTube, and the Lightroom Travel Team Spotlight Blog Series achieved 11,240 page views. The custom content that was published via Facebook drove a tremendous amount of engagement, reaching 2,714,413 people, garnering 11,381 post Likes, 1,817 comments, and 3,498 shares.
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