Entry

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PR & Communications - Best Launch / Re-Launch Campaign
(Category Winner)

PO#

#TBA05138

Payment Status

Paid

PO Created Date

2025-08-14 00:38:48

Paid Date

2025-08-14 00:44:45

Competition

2025

Season

Entry ID

TBE105697

Entry Submission Date

2025-08-14 00:22:12

Member's Name

Tammy Nguyen

Member's Email

tammy@ssmandl.com

Entry Level

PR & Communications

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Published

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Yes

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PF25014 - Best Launch / Re-Launch Campaign

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Project Description

Project Description for Judges

Question 1 : Provide a brief description / background of your nominated organizational, departmental, team, or individual circumstance. (Your response to this question will be used for public display if your entry is awarded.)

In February 2025, Adobe launched Photoshop’s new mobile app and expanded web experience, bringing its iconic tools to a new generation of creators. Adobe sought to introduce a major innovation to its flagship Photoshop product. As a leading creative software company, Adobe aimed to reach a broader, younger generation of creators by meeting them on mobile. The opportunity was to reframe Photoshop as an intuitive, modern tool for all levels of creators, not just desktop professionals. While there was a focus on U.S. consumers, the campaign targeted global audiences with a focus on 13–24-year-olds, from students to aspiring creative professionals.

The communications objective was to reposition Photoshop as not only a professional tool but also as a mobile-first, intuitive solution for emerging creators. The goal was to drive positive press coverage, spark social conversation, and show the real-world creative possibilities of Photoshop mobile. The plan included embargoed media outreach, in-depth features, press briefings, influencer engagement, and a live launch event.

Messaging focused on accessibility, simplicity, and relevance—how the app could support time-saving hacks, mood boards, vision boards, and digital expression. Adobe also highlighted innovation behind the scenes, sharing how the app was designed and built for mobile with intentional choices around UX and features. A first-look event in New York introduced the app to 40+ media and influencers, while digital trends and creative hacks drove mass interest. The campaign delivered over 202 million impressions and 158 million social interactions. Adobe reimagined the traditional product rollout with a culturally relevant, creator-first strategy designed to resonate beyond tech media. By merging product innovation with emotional storytelling and culture-driven moments, the campaign successfully introduced Photoshop Mobile as an essential tool for the next generation of creators.

Question 2 : Outline your nominated organizational, departmental, team, or individual achievements, dated 1-3 years prior, based on your selected categories.

The Adobe Photoshop mobile launch campaign delivered extraordinary results. Media coverage totaled remained 100% neutral to positive and to date, generated over 202 million impressions from more than 350 global stories, with standout coverage in  Fast Company, NBC News Now, IBD, Reuters, TechCrunch, CNET, The Verge, ZDNET, Engadget, Digital Trends, 9to5Mac, Pocket-lint, Brit+Co, Her Campus, Cool Hunting, What’s Trending, InStyle, in addition to newsletters like Girl Boss and The Shortcut.

The New York event drove additional coverage and influencer buzz, offering a compelling in-person experience that translated into meaningful earned stories.

On social media, Adobe surpassed every benchmark, driving over 158 million interactions and 3.1 million engagements—151% above the 30-day target. More than 480 launch-related posts amplified visibility, with owned comment sentiment registering 92% positive to neutral. Adobe exceeded all KPIs and successfully introduced Photoshop mobile to a modern audience in a powerful, personal, and culturally resonant campaign.

Question 3 : Provide examples of the strategies / plans you have introduced, in order to attain your nominated organizational, departmental, team, or individual achievements. Explain why the highlighted achievements are significant / unique.

Adobe sought to introduce a major innovation to its flagship Photoshop product: a new mobile app and expanded web experience. As a leading creative software company, Adobe aimed to reach a broader, younger generation of creators by meeting them on mobile. The opportunity was to reframe Photoshop as an intuitive, modern tool for all levels of creators, not just desktop professionals. While there was a focus on U.S. consumers, the campaign targeted global audiences with a focus on 13-24 year olds from students to aspiring creative professionals.

Tactics centered around showcasing how the new mobile app fits naturally into everyday creative workflows and lives. Messaging focused on accessibility, simplicity, and relevance—how the app could support time-saving hacks, mood boards, vision boards, and digital expression. Adobe also highlighted innovation behind the scenes, sharing how the app was designed and built for mobile with intentional choices around UX and features.

A cornerstone tactic was securing an exclusive feature with Fast Company to elevate Adobe’s strategic vision and technical storytelling. The New York first-look event provided an experiential anchor, allowing 40+ media and influencers to try the app in a casual, creative setting. Social engagement leaned into cultural hooks like creative wellness and seasonal trends.

Optional Context for Judges (Not for publication. This section is solely for judges' evaluation.)

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Link List

Link	Password Protected	Display (Winner Info)
https://drive.google.com/file/d/1gx8vZfMGKCoPIr3AKxqzAWXVKFyzfL4E/view?usp=drive_link	No	Display
https://drive.google.com/file/d/1gnGGYdwL1AiR4GKFXejN-cH7Th6c3SF4/view?usp=sharing	No	Display
https://news.adobe.com/news/2025/02/photoshop-mobile-web	No	Display
https://www.fastcompany.com/91283790/at-last-adobe-photoshop-comes-to-the-iphone-and-it-just-might-be-great	No	Display
https://www.nbcnews.com/now/video/this-new-tool-lets-consumers-create-a-digital-vision-board-232891973902	No	Display

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File Link	File Size	File Link (System Resize)	File Size (System Resize)	Display(Winner Page)
upload/entry/files/TBE105697/42161755131042.pdf	1.95MB	upload/entry/files/TBE105697/42161755131042.pdf	1.95MB	Hide
upload/entry/files/TBE105697/24871755131070.png	924.89KB	upload/entry/files/TBE105697/small/24871755131070.png	1.16MB	Display
upload/entry/files/TBE105697/28921755131097.jpg	1.77MB	upload/entry/files/TBE105697/small/28921755131097.jpg	195.35KB	Display
upload/entry/files/TBE105697/14311755131097.jpg	1.37MB	upload/entry/files/TBE105697/small/14311755131097.jpg	193.66KB	Display
upload/entry/files/TBE105697/11551755131097.jpg	1.24MB	upload/entry/files/TBE105697/small/11551755131097.jpg	371.35KB	Display
upload/entry/files/TBE105697/21451755131097.jpg	2.06MB	upload/entry/files/TBE105697/small/21451755131097.jpg	268.08KB	Display

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