Challenge

• Inform and excite press about the revolutionary nature of key CS6 features.
• Position CS6 as a major transformation for Adobe in the creative industry.
• Educate media, influencers and early adopters on the value of CS6 and the need for frequent innovation updates.
• Generate awareness, excitement and demand for CS6 among Creative Pros.

Solution

• Leverage G&D Game Tour, invite global executive and evangelist to speak on the event and join interview.
• Develop press release with local insight based on global press release.
• Leverage celebrity influencer to generate greater media exposure and TV coverage.
• Leverage social grassroots influencers to make impact among creative pros with users online.
• Initiate Early Experience workshop for media review before the launch.

Results

• 708 clippings were collected including 560 unique news reports, 89 reviews, 59 education content.
• There were more than 120 pieces of Weibo generated with the hash tag of #CS6 launch# during the press conference.