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Adobe Outliers INFLUENCES + ADOBE 2 #AdobeOUTLIERS Create & Produce a campaign that organically places Adobe front & center on the (millennial) map by moving on the statistics that demonstrate that 75% of kids, teens & young adults want to be YouTubers and influencers. If The you aspire to be a doctor, lawyer, engineer or even an entrepreneur there is a clearly defined path and process to achieving this identity and career goal. Whether it’s medical school, law school or business school, young idea! people have the information and resources to chart their paths and gain the education and real world experience to achieve lives within these careers and industries. However, few people know the path and incredible journey many of the most successful influencers have gone through to study and learn the craft, skill sets and gain the life defining experiences to ultimately create a successful career for themselves as influencers. Today’s successful YouTubers and influencers use the Adobe products as the essential tools of their daily craft to create their unique, entertaining and ground-breaking content, which is an essential element that helps to establish each of them as authentic brand identities that create and drive culture. So many young people today aspire to be these creators and are looking to emulate their lives and we are going to organically communicate to the audience that Adobe is the true path to becoming an Outlier. www.influences.com INFLUENCES + ADOBE creative concept The creative concept for the campaign will focus on casting social influencers to share their authentic stories that defined and shaped them into successful Outliers through the lens of both their personal and professional journeys. The #AdobeOutliers campaign will consist of the creation & production of short two minute+ films and short form digital assets across multiple platforms that express the unique and inspiring stories of extraordinary people and what they’ve accomplished and how Adobe is an essential part of their lives and professional careers. While the campaign focuses on people under thirty, people over thirty - namely parents and entrepreneurs will also connect with their stories, as we all can remember back an emotionally relate to the exciting time in our lives when we were exploring who we are and what we wanted to be in order to achieve our dreams. INFLUENCES + ADOBE 4 Differentiate Adobe through authenticity & empathy. Increase brand awareness with a population that is hard to capture. Educate both older and younger generations about the Adobe’s product offerings through inspiring and personal stories and how these can be used to further intention their own goals and their children’s goals. Invite others to the conversations through social sharing and creating their own Adobe Outlier films. Drive traffic to #AdobeOutliers and authentically communicate is an essential part of every creator’s one of a kind journey. influences.com Part One Part Two By utilizing storytelling to share the history of how INFLUENCES Build an experience where top social media creators can + young people become successful creators, we will ADOBE participate in the #AdobeOutlier campaign through an activate with a set of relevant influencers who will interactive, live, film making activity that parallels the outlier capture the hearts and minds of not only their fans, films we produce and distribute in Part One. but parents and anyone in the influencer space. INFLUENCES CREATIVE STRATEGY 6 define the campaign Use storytelling to share the history of how creators were made, we will: • Identify creators with amazing and unique stories about their rise to fame • All stories & messages will tie back to the journey to becoming an Adobe Outlier. influences.com INFLUENCES + ADOBE 7 Metrics Impressions, Followers how we will measure Likes & Shares Gained success • No. of Impressions, likes, shares • No. of followers gained • No. of influencers engaged • Visits to page • No. of stories captured User Generated Content Page Visits • No. of user generated pieces created Our efforts will convert a massive demographic of new Adobe loyalists and brand fans. influences.com Metrics INFLUENCES + ADOBE 8 Our goal is to start with this as a kick off to a larger campaign ideal where we engage more influencers and lead up to the “Influencer Summit” to be held in August or September in Alpine, timeline California. CAST APPROVE LAUNCH TALENT IDEA & PRODUCTION & & CHECK BUDGET MEASURE STATS Check Stats, Choose Talent, Collaborate Production Post, Measure & Amplify Negotiate & Contract Creative team will work with the We will collaborate with the brand talent and the brand to outline Outliers will post their stories and Collaborate on final to finalize and book the final list of Influencers the creative strategy, production we will work with the brand to strategy with the brand and lock in rates and post deliverables & post-production schedules for track organic results and amplify campaign the content. Part One six outlier films Jace Norman Ariel Martin Nick Crompton Actor Singer / Tik Tok Star Former Team10 COO, Podcast Host Outliers Instagram & YouTube Star Our idea is to start with a group of influencers who touch many different genres and each have genuine, unique stories we believe are in line with Adobe customer personas. ie: Angelic’s mom in the video about Angelic, brothers or sisters, parents, teachers or mentors Bekah Martinez Emily Olie Steven Spence INFLUENCES + ADOBE Former Reality Star, YouTuber & Instagram Influencer Singer, Instagram Influencer Musician, Social Media Star INFLUENCES + ADOBE @jacenorman Jace’s story Jace Norman started his own YouTube channel with his brother Xander when he was 9 years old. He is now the star of the Nickelodeon’s Henry Danger – the number 1 Outlier Themes show for all of kids’ television for the last 5 years and the longest running Nickelodeon sitcom ever. He has starred Acting in 5 Nickelodeon TV movies - 2 of which he produced. He has won 4 Kids Choice Awards for Best Actor and Best Anti-Bullying Kids TV Show and he was just named one of TIME Entrepreneurship MAGAZINE’S TOP 25 TEEN INFLUENCERS. Family Creativity influences.coom INFLUENCES + ADOBE @babyariel Baby Ariel story Ariel discovered Musica.ly (now Tik Tok) - a fun, new app where she could make videos to share with her friends – when she was 14 years old. Within a month, her signature performance style, iconic editing, and magnetic personality swept across the globe and by year's end, she had more than 3 million followers on the app. She parlayed her following to Instagram and YouTube where she honed her editing skills, her directorial voice and her bubbly Outlier Themes persona. Along the way, she launched an anti- bullying campaign and has used her platform to encourage her followers to believe TikTok in themselves. She has since launched a successful career as a Music recording artist, working actress and published author with a following of over 40 million followers across all platforms. Her Creativity skills across platforms combined with her positive message have Influence helped her earn back-to-back Teen Choice Awards and be recognized twice as one of TIME MAGAZINE'S 25 MOST INFLUENTIAL PEOPLE ON THE INTERNET. influences.com ADOBE @angelic Angelic’s story Angelic was born in Miami, Florida to Venezuelan parents and later moved with her family to Los Angeles. She is a singer and dancer whose successful YouTube channel, Outlier Themes ThisIsAngelic, boasts almost 2 million followers. Angelic first gained fame with the release of her viral cover of Katy Music Perry’s “Roar” when she was 9 years old. At a young age, she has had to endure the difficult experience of being YouTube locked out of her own YouTube channel. But with hard Parents / Family work and incredible support from her family, she was able to build her YouTube channel following back from scratch. Networking Angelic’s ethereal voice – often drawing comparisons to Creativity Ariana Grande’s - has attracted millions of followers across all of her social media platforms but it is her heartfelt dedication to anti bullying and animal welfare Key Take Away Angelic’s story is about what it takes to make it as a singer, social media star, Instagram influencer influences.com and what parents should know about the journey. Part Two influencer summit August / September The Influencer Summit is a 3-4 day experience for large creators to come to a very unique destination, away from fans, to learn, share and network with other influencers in their field. We have chosen a venue that has a large outdoor roller rink and surrounding retail village. Our idea is to turn this area into the Adobe Outlier village where influencers can come get mini-films made for them on the spot and watch the creation of how that happens or make them themselves. INFLUENCES + ADOBE influences.com INFLUENCES + ADOBE Jacob now possesses over 12 years of experience in the digital space working with brands like MasterCard, Lids, Brita, Nike, Aria, Red Bull, Monster, MGM, Poof- Slinky and more. Ariadna is an expert attention hacker and millennial marketer. She purchased influences.com in 2013 and has been following the influencer trend since the Ariadna Jacob MySpace era. ceo | strategist | trusted curator Ariadna is a digital marketer, designer, content producer, event producer and a jack-of-all-creative. She entered the digital space in 1999 building websites and consulting with businesses on social media. influences.com INFLUENCES + ADOBE Rene Rigal Chief Creative Officer Rigal is an award winning film, television & digital producer, who’s produced and/or served as a senior production executive on 11 films totaling over $814+ million dollars in worldwide box office revenues. Rigal has just wrapped production on Viacom – Nickelodeon’s feature comedy, I-SOLVE, starring Nickelodeon’s top star, Jace Norman (‘Henry Danger’), YouTube Sensation, Baby Ariel and Ed Begley Jr.
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